Grey Goose serves up conversations with sports icons in new streaming series

Dive Brief:

Grey Goose partnered with Uninterrupted, the athlete empowerment brand of The SpringHill Company, for a new content series offering retrospectives on sports icons' careers, according to a press release.
"In the Moment" is hosted by broadcast journalist Cari Champion, who interviews subjects like soccer star Christen Press, NFL wide receiver De'Andre Hopkins and NBA legend Chris Bosh. The athletes chat with Champion alongside a Grey Goose case containing three hidden items that correlate with special moments in their lives and sip cocktails as they delve into their personal breakthroughs.
The show starts airing today with an episode profiling Press, and new episodes will drop weekly throughout July and August. Grey Goose is distributing "In the Moment" across Roku's network, speaking to how brand marketers are eyeing more original streaming content to reach consumers who have shifted away from linear ad-supported media.

Dive Insight:

Grey Goose is targeting diehard sports fans with "In the Moment," an interview series that goes deep on the careers of established stars while spotlighting different cocktail recipes featuring the Bacardi-owned vodka label, such as a Smooth Sailing drink. Content will also be shared across the social channels of Uninterrupted, Grey Goose and the interview subjects.

Uninterrupted is a production unit of The SpringHill Company, a media conglomerate founded by NBA star LeBron James and his business partner Maverick Carter. Uninterrupted has worked with other brands including Nike and is behind shows like "The Shop: Uninterrupted" on HBO, where James and Carter hold candid talks with various guests in a barbershop setting. "In the Moment" similarly looks to deliver "raw and intimate conversations" to viewers, Carter said in a press statement.

The latest marketing partnership comes as The SpringHill Company is in the early stages of exploring a sale, Bloomberg recently reported. The company, which also produced the new "Space Jam" sequel starring James, has held talks with Nike and other suitors as demand for streaming content continues to boom, per the report.

Marketers like Grey Goose are expanding their content marketing ambitions to try and meet that demand and engage a growing swath of cord-cutters. Earlier this month, Maker's Mark Bourbon debuted a weekly streaming talk show titled "The Show Next Door" where actor Randall Park interviews a mix of actors, athletes and musicians. The six-part series is distributed on The Roku Channel.

Roku is trying to break further into original shows after years of being one of the top platforms for hosting other publishers' streaming apps. The company in January acquired the library of Quibi and started airing shows from the failed mobile-only streamer in May under the new banner of "Roku Originals."