NBA superstar Giannis Antetokounmpo has joined a growing number of players who have launched their own media venture. He is a co-founder of the as-yet unnamed Improbable Media. He co-founded the company with former NBA player and ESPN anchor Jay Williams.
According to Business Insider, the company is already looking for a VP of Branded Entertainment and plans to create original and commercial projects across several media platforms. According to the news outlet, Antetokounmpo’s interests in empowerment and charity would be reflected in the company’s content.
“We’re establishing a state-of-the-art content studio that not only generates revenue but also nurtures passion-driven communities while offering innovative marketing solutions to brands. With our media and brand consultancy arm, we’re on a mission to redefine the world of branded entertainment,” reads the job posting.
The addition of a media company to the NBA star’s growing economic empire. After successfully guiding the Milwaukee Bucks to their first NBA title in 50 years, the Greek-Nigerian purchased a share in the Milwaukee Brewers of Major League Baseball.
The purchase made the two-time MVP the first new private stakeholder added to the Milwaukee Brewers ownership group since Mark Attanasio obtained a controlling interest in the team in 2005.
In August, Antetokounmpo and his brothers Thanasis, Kostas, and Alex became owners of the Los Angeles Golf Club, the inaugural team of Tiger Woods’ TGL golf league, alongside Serena Williams and her sister Venus Williams. Months before, the brothers became minority owners of Major League Soccer (MLS) team Nashville SC.
Following a spell with Greek basketball team Filathlitikos, Antetokounmpo was taken with the 15th overall pick by the Milwaukee Bucks in 2013.
In an interview with The Undefeated in 2019, Antetokounmpo spoke about his upbringing in a Nigerian household in Greece and how it has shaped his life.
“I grew up in a Nigerian home,” he said. “Obviously, I was born in Greece and went to school in Greece. But at the end of the day when I go home, there is no Greek culture. It’s straight-up Nigerian culture. It’s about discipline, it’s about respecting your elders, having morals.”
“I want to see where my family comes from, where my mom was raised, see my family, see where my dad was raised. That is very important. I hope my kids can do the same thing for me,” he said at the time. “Obviously, I am going to have kids that are going to grow up in the U.S., but one day I hope they can go back [to Greece] and visit and see where I grew up, the playground I was playing.”
Antetokounmpo is now the latest athlete to start a media company after LeBron James’ SpringHill, Stephen Curry’s Unanimous Media, and so on.