NBA superstars aren’t just dominating on the court anymore. They’re creating content empires that would make Hollywood executives jealous. These athlete-entrepreneurs now control their own stories while building businesses worth hundreds of millions. LeBron James’ SpringHill Company hit a $725 million valuation back in 2021. Meanwhile, Kevin Durant co-founded Boardroom in 2019, diving deep into the business side of media, sports, and music. It all has taken off ever since.
The math makes perfect sense when you break it down. The global sports media rights market reached $44.6 billion in 2020. NBA media rights alone were valued at $24 billion. Yet players see only a fraction of that revenue because of salary caps. The move? Create your own media company and capture more of that value yourself. Think about it – the average person consumes over 7.5 hours of media every single day. That’s a massive audience hungry for authentic, athlete-driven content. Stephen Curry, Carmelo Anthony, and others have jumped into this media game, and honestly, they’re just getting started.
SpringHill Company
LeBron James and Maverick Carter raised $100 million to launch SpringHill Company in 2020, and let me tell you, it’s become one of the most impressive media operations we’ve seen from any athlete. These guys didn’t just throw money at a vanity project – they built a legitimate powerhouse that’s changing how we think about athlete-owned content.
LeBron James: Never Forgot Where He Came From
Here’s something I love about LeBron’s approach. He named the company after Spring Hill Apartments in Akron, Ohio – the public housing complex where he grew up. SpringHill merged James’ marketing agency Robot Co. with entertainment companies SpringHill Entertainment and Uninterrupted LLC. James stays involved as Chairman of the board, while Carter handles the day-to-day as CEO, focusing on content development and partnerships.
Their board reads like a who’s who of business heavyweights:
- Serena Williams
- Apollo Global Management co-founder Marc Rowan
- Live Nation CEO Michael Rapino
- Boston Red Sox Chairman Tom Werner
Space Jam & Other Content
Their content studio generates over one-third of company revenues, which tells you everything about their focus on substance over hype. The project lineup spans both scripted and unscripted content.
Space Jam: A New Legacy was their big swing, with LeBron starring and producing. Look, not everyone loved the movie, but it merged basketball culture with entertainment in a way that reached millions of families.
Hustle starring Adam Sandler showed their range perfectly. This Netflix basketball drama proved SpringHill could tell sports stories without LeBron as the star. The critical reception was solid, and it demonstrated their storytelling skillset.
House Party, their 2023 remake of the ’90s classic, featured LeBron’s actual mansion. He produced and made a cameo, keeping his fingerprints on the project without dominating it.
Their portfolio keeps growing:
- “Self Made: Inspired by the Life of Madam C.J. Walker” for Netflix
- “What’s My Name: Muhammad Ali” for HBO
- “The Wall” game show for NBC
- Emmy award-winning series “The Shop”
SpringHill’s model has three key components: their content studio, branded-content business, and commerce/licensing ventures. The branded-content division grew almost 100% year-over-year, which shows real momentum. Recent partnerships include a joint venture with IPG, connecting their clients with SpringHill’s diverse creators. They also partnered with European studio Mediawan for international expansion.
Unanimous Media
Stephen Curry’s Unanimous Media launched in 2018, and honestly, the name alone tells you everything. The two-time MVP teamed up with Erick Peyton to build a multimedia powerhouse focused on premium storytelling. You can’t talk about this company without mentioning where the name comes from. Curry made history as the first unanimous league MVP, and that achievement became the cornerstone of his media empire.
Jeron Smith jumped in as CEO while Erick Peyton took the Chief Content Officer role. These guys wasted no time securing a multi-year development deal with Sony Pictures Entertainment. Talk about making moves! The Sony partnership spans everything from television and film to gaming and even virtual reality projects. They even hooked Curry up with production headquarters right on Sony’s studio lot in Culver City. That’s the kind of support that separates the real players from the wannabes.
Key release: ‘Underrated’ on Apple TV
Unanimous Media built their foundation on three pillars: family, faith, and sports storytelling. This isn’t just corporate speak – it reflects who Curry really is as a person. Their game plan includes:
- Family-centered narratives
- Sports-themed storytelling
- Faith-inspired messaging
- Premium production quality
“Stephen Curry: Underrated” became their breakout hit. The documentary premiered at the 2023 Sundance Film Festival before landing on Apple TV+ on July 21, 2023. This film captures Curry’s incredible journey from undersized college player to four-time NBA champion. Director Peter Nicks brought the vision to life in a way that shows the real story behind the superstar. “Underrated” marked the first project from Unanimous Media’s partnership with A24. Apple came on board later for distribution. The 1 hour and 49-minute documentary earned a PG-13 rating for brief strong language.
Their recent release “Mr. Throwback” hit #1 on Peacock. The project featured Curry’s acting debut, proving their growing influence extends way beyond documentaries. Unanimous Media continues pushing creative boundaries by blending authentic storytelling with positive messaging. This approach positions them as something special among NBA media companies.
Improbable Media
In January 2024, Giannis Antetokounmpo stepped into the media game with Improbable Media. The name says it all – this guy’s entire life has been one improbable moment after another. Giannis Antetokounmpo’s story reads like something out of a movie script. Growing up on the streets of Athens, Greece, with Nigerian immigrant parents searching for a better life. The two-time NBA MVP discovered basketball in an internet café.
Giannis teamed up with ESPN basketball analyst Jay Williams to co-found the company. Williams brings the media expertise while Giannis provides the authentic underdog perspective. Their partnership makes perfect sense when you think about it.
Making the Impossible Feel Possible
Improbable Media’s mission centers on inspiring people from diverse backgrounds. They’re not just making content – they’re creating conversations that actually matter. The underdog narrative runs through everything they touch.
“In everything that we do at Improbable Media, I want to inspire people,” Giannis explained. The company tackles themes that hit close to home:
- Men’s and women’s sports
- Comedy and entertainment
- Entrepreneurship
- The immigrant experience
- Mental health
- Heritage and cultural stories
The company operates through two divisions:
- Improbable Productions – handles film, television, and digital content
- Nuance – covers brand, digital, and experiential marketing
“Giannis: The Marvelous Journey” Drops This February
Their first major project tells the founder’s own story. “Giannis: The Marvelous Journey” debuts exclusively on Prime Video on February 19, 2024. The documentary reaches audiences in more than 240 countries worldwide. This feature-length film chronicles the family’s journey from Nigeria to Greece to the United States. Emmy Award winner Kristen Lappas directed and produced the film. Family members share first-person accounts of their collective struggle.
But Giannis isn’t stopping at documentaries. His first scripted feature will be an Ocean’s 11-style heist comedy set in Greece. Christopher André Marks is directing. Now that sounds like something I’d actually want to watch. The company has already created branded content for major clients including Nike, WhatsApp, Breitling, Protergia, Kaizen Gaming, and Flexpower.
Smart Money, Smart Partnerships
Verance Capital serves as a primary investor, specializing in growth investments across sports and media. GPS Investment Partners provides additional backing, focusing on opportunistic investments across media, entertainment, and financial services. Giannis also launched Build Your Legacy Ventures in 2024. This venture capital fund focuses on sports, entertainment, and technology investments. The guy’s building a complete business ecosystem around his personal brand.
Boardroom
Kevin Durant wasn’t messing around when he launched Boardroom in 2019. The company positioned itself right where sports, entertainment, and business collide – and that intersection is exactly where the money flows. Durant co-founded Boardroom to pull back the curtain on sports business. Most fans never see the deals, negotiations, and power moves happening behind closed doors.
The company started as a six-episode series on ESPN+. Jay Williams hosted with Jordan Schultz as correspondent. They featured conversations with industry power players who actually make the big decisions. Durant stays hands-on with “The ETCs with Kevin Durant” podcast. This personal involvement separates Boardroom from other athlete media ventures.
Content Strategy That Actually Works
Boardroom covers three main areas across their platforms. Their content strategy focuses on premium storytelling that goes deeper than surface-level sports coverage.
The topics they tackle include:
- Team ownership structures
- Player development approaches
- Social media business models
- Sports industry innovations
- Executive decision-making processes
They produce daily and weekly newsletters. Their flagship “HeadlineToGo” became a Digiday finalist for “Best Newsletter”. Boardroom also creates premium video and audio content that doesn’t feel like typical sports media. Their projects reveal how athletes, executives, and creators actually shape business trends. This approach earned them a Webby Award for Websites and Mobile Sites. Recognition like that proves they’re doing something different in the space.
Rich Kleiman: The Business Partner
Rich Kleiman serves as CEO and co-founder alongside Durant. Their partnership goes back to 2017 when they founded Thirty Five Media. Kleiman brings the sports and entertainment executive experience that Durant needed. His leadership drives their strategic direction while handling content development and partnerships.
Kleiman hosts “Out of Office with Rich Kleiman” podcast. The show features candid conversations with industry leaders across his extensive network. His connections span sports, entertainment, and business sectors. Kleiman launched Boardroom’s advisory arm in 2023. This division works with athletes, executives, and brands to create business and media connections. This philosophy shapes how Boardroom approaches collaboration across different industries.
Multi-Platform Distribution
Boardroom distributes content across multiple platforms. Their network reaches over 52 million unique visitors monthly. Those numbers demonstrate real influence in the media landscape. “The Boardroom” premiered exclusively on ESPN+ initially. A second season launched on February 12, 2020. Since then, they’ve expanded way beyond that single platform. Their ecosystem now includes several key components. The flagship media arm features premium content across channels. They also host signature events throughout the sports calendar.
Notable events include:
- CNBC x Boardroom Game Plan Summit
- NBA and WNBA All-Star weekend activations
- Presence at F1 Miami, US Open, and Art Basel
Recently, Boardroom launched an exclusive membership club. This community provides networking and experiences for professionals with industry leaders on the advisory board. Boardroom Sports Holdings complements their media operation. This division invests in emerging sports teams and leagues, including stakes in Major League Pickleball and NWSL’s Gotham FC.Film and TV projects round out their content offerings. Notable productions include Academy Award-winning “Two Distant Strangers” on Netflix and the critically acclaimed series “Swagger” for Apple TV+. If you ask me, Boardroom represents Durant’s vision of athlete-led media better than most. The company stands among the most influential NBA media companies operating today.
Creative 7 – Melo’s Media Mission
Ten-time NBA All-Star Carmelo Anthony jumped into the media game in 2021 with Creative 7. The name? Pure Melo – paying homage to his iconic No. 7 jersey from those unforgettable New York Knicks days. Anthony didn’t go at this alone. He teamed up with his longtime business partner Asani Swann, and we’re talking about a professional relationship that spans more than a decade.
The company operates as a global, multi-platform content business. Their production slate covers everything – documentaries, scripted television, feature films, animation, and podcasts. That’s range. But here’s where it gets interesting. Creative 7 collaborates with established Hollywood heavy-hitters. We’re talking about partnerships with:
- Emmy award-winning filmmaker Jonathan Hock and Hock Films
- Shaun Redick, the producer behind Get Out and BlackKklansman
- Yvette Yates Redick’s production company, Impossible Dream Entertainment
- Will Packer of Girls Trip and Night School fame
- Brad Pitt’s Plan B
Projects That Pack a Punch
“Melo’s Mythos” stands as Creative 7’s signature storytelling endeavor. This epic saga explores themes of legacy and reinvention, blending ancient powers with modern basketball narratives. It’s ambitious, and that’s exactly what you’d expect from Melo. Creative 7 also developed “Jersey 4,” based on a powerful true story. This project follows four men who survived a police profiling incident.
Another significant project in development is “Blood Brothers”. This mini-series explores the relationship between Muhammad Ali and Malcolm X. Creative 7 approaches sports stories from a humanizing perspective. Their content goes beyond athletic achievements to reveal authentic experiences. The company continues expanding its project slate across multiple platforms. Anthony’s vision creates space for underrepresented voices in entertainment, and that’s exactly what the industry needs right now.
Shaquille O’Neal: Big personality, big stories
Shaq doesn’t do anything small. When Shaquille O’Neal launched Jersey Legends in 2020, he created a multimedia powerhouse that perfectly captures his larger-than-life personality. This production company hit the ground running and started making serious waves in entertainment. O’Neal teamed up with business partner Michael Parris to build something special. These two had already crushed it together on brand expansion projects for years.
Colin Smeeton runs the show as Executive Producer and President. He’s been helping craft O’Neal’s brand for over seven years. Jersey Legends didn’t waste time proving themselves. Their Sports Emmy-nominated docuseries “SHAQ” for HBO showcased exactly what they could do. Four episodes chronicling his rise to basketball superstardom, and viewers couldn’t get enough.
Here’s where it gets impressive – the executive produced “The Queen of Basketball” documentary short and won an Academy Award in 2021. An Oscar in their first year? That’s not luck, that’s talent. Mike Parris handles the day-to-day operations at Jersey Legends. The company operates out of Authentic Studios, which maximizes their production capabilities. Smart business move that keeps everything streamlined.
Content style: Bold, humorous, and impactful
Jersey Legends covers all the bases – television, film, digital, and commercial production. They’re not trying to be everything to everyone, but they definitely know how to tell stories across different formats. Their commercial division stays busy with major brand partnerships. The client list speaks for itself:
- Papa Johns
- Icy Hot
- JCPenney
- Reebok
“Power Moves” is their latest big swing. This six-episode Netflix docuseries drops in June 2025 and follows O’Neal’s role as President of Reebok Basketball. Having Allen Iverson as Vice President alongside Shaq? That’s great content right there.
O’Neal’s relationship with Reebok goes back to 1992. This partnership became one of the most impactful athlete-brand collaborations in sports history. Now Jersey Legends gets to tell that story with the access and authenticity only Shaq can provide.
Chris Paul’s Media Playbook
Chris Paul brought his point guard mentality to media with Ohh Dip!!! Productions. Paul co-founded the company with his brother CJ Paul. They recently formed a joint venture with Words + Pictures, the premium documentary studio. Connor Schell’s North Road Company threw substantial investment behind this partnership. But here’s the key – the Paul brothers maintained controlling interest.
Award-Winning Production Team
CP3 didn’t mess around with his roster. Ohh Dip!!! employs award-winning producers, directors, and editors. These aren’t just names on a payroll – they bring decades of industry experience to every project. The leadership breakdown looks like this:
- CJ Paul as President
- Jacqueline Taylor as VP of Development and Operations
- Raghav as Senior Vice President of Development
Their production range covers everything:
- Non-scripted and scripted television
- Digital media and documentaries
- Commercials and films
The 61-Point Story That Started Everything
Paul’s most powerful narrative involves scoring 61 points after his grandfather’s death. That emotional high school performance honored his grandfather’s 61 years of life. Notable Ohh Dip!!! projects include “Chapter 3” and “Crossroads”. They’ve created “The Game Changers” and “Blackballed” documentaries. Their “Why Not Us” series featuring HBCU athletics shows their commitment to underrepresented stories.
Paul co-produces “How I Got Here” for Bloomberg Quicktake. This weekly interview series puts him in the host chair. They also developed “Playdate,” a competition series based on Paul’s family experiences. The company’s mission remains creating high-quality productions that connect with diverse audiences. Paul’s applying that point guard vision to every project they touch.
Blake Griffin & Ryan Kalil Built Something Special
Blake Griffin and Ryan Kalil launched Mortal Media back in 2016 with a simple philosophy. They wanted to create content they’d actually want to watch themselves. Smart approach, if you ask me. “We were fighting the stigma of being athletes and being new on the scene,” Kalil explained. The duo turned down countless sports-related pitches. Instead, they went after quality storytelling across multiple genres.
Their portfolio is impressive. Projects on Netflix, Paramount, 20th Century Studios, FX, and Disney. The “White Men Can’t Jump” remake for Hulu? That was them. “Hello Tomorrow!” starring Billy Crudup for Apple TV+? Also them.
What’s coming next shows their range. Disney’s “The Rocketeer” sequel demonstrates their blockbuster ambitions. Fox’s comedy series “Get Buckets” keeps their sports connections alive. Plus they’re developing an action comedy with Kevin Hart for Netflix.
Steve Nash Goes Global
Steve Nash owns CTRL Media, and his approach focuses on international storytelling. His venture partners with filmmakers worldwide for distinctive narratives. Nash recently worked with Korean filmmaker John H. Lee on a documentary series about East Asian basketball. The project dives into high-stakes drama both on and off the court.
“This series is the perfect opportunity to show fans more,” Nash emphasized. His philosophy centers on revealing athletes’ complete stories. CTRL Media’s director Ezra Holland serves as executive producer on many projects.
PlayersTV: The First Athlete-Owned Network
This one’s fascinating. PlayersTV represents the first-ever athlete-owned television network. Kyrie Irving serves as Chief Visionary Officer and investor. The Dallas-based company features content from over 70 professional athletes.
“Being a CVO isn’t easy, but it’s a process I appreciate,” Irving stated. Other notable athlete-owners include Dwyane Wade, Chris Paul, and Allen Iverson. They distribute content across Amazon Prime, DirecTV, YouTube TV, and Sling. Their ambitious goal? Building a $100 million business by 2027. Bold move, but with that roster of talent, they might just pull it off.
The Athletes Are Now Running the Show
NBA superstars have flipped the script on how entertainment works. Instead of being the subject of someone else’s story, they’re writing, producing, and owning their own narratives. Think about it this way – we went from athletes being happy to get a sneaker deal to creating entire media empires worth hundreds of millions. These players figured out what the music industry learned years ago: owning your content is everything. When NBA media rights are worth $24 billion and players only see a fraction through salary caps, creating your own media company becomes the obvious move.
Plus, these athletes bring built-in audiences that most production companies would kill for. I don’t think we’ve seen anything yet. New player-owned ventures keep popping up with fresh approaches to content creation. Each one brings their own perspective, their own story, their own audience. The collective impact is reshaping how we think about athlete brands and entertainment. Basketball superstars have officially established themselves as legitimate media moguls. Their journey from court to content isn’t just changing their own lives – it’s changing the entire entertainment landscape. And honestly, it’s about time.
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