Giannis Antetokounmpo expands empire with launch of Improbable Media

NBA sensation Giannis Antetokounmpo has unveiled the establishment of Improbable Media, a production and brand consultancy venture.

The Milwaukee Bucks superstar’s new enterprise aims to “incubate and accelerate” content creation for both talent and brands, delivering enduring narratives to a global audience. Improbable Media is fortified by backing from Verance Capital and GPS Investment Partners, featuring investment from the renowned media personality and former NBA player Jay Williams, who is also a co-founder of the company.

Jonathan Stern, a seasoned executive with notable leadership roles at Red Bull Media House, Fusion Media Network and Bunim/Murray Productions, will helm the operation as chief executive.

Improbable Media’s inaugural project, in collaboration with Words + Pictures, will showcase Antetokounmpo in Giannis: The Marvellous Journey, a documentary set to premiere exclusively on the Amazon Prime Video streaming platform on February 19. The documentary is slated to captivate audiences in over 240 countries and territories worldwide.

Greek-born Nigerian Antetokoumpo was drafted by the Bucks in 2013 and emerged as one of the NBA’s dominant players over the past five years. The seven-time All-Star won back-to-back MVP awards in 2019 and 2020, before leading the franchise to its first-ever NBA Championship in 2021 with a Finals MVP-winning performance.

Proud to announce the launch of @ImprobableMedia with my family and our first feature length production. It’s the true story about me and my family’s journey and I can’t wait to share it with you. Premieres February 19th on @PrimeVideo 🙏🏾🙌🏾 pic.twitter.com/OKqF6rv74J

— Giannis Antetokounmpo (@Giannis_An34) January 15, 2024

“I’m energised to be part of such an innovative team and brand and look forward to bringing that passion and knowledge to life through inspiring and entertaining content and storytelling at Improbable Media,” Stern beamed.

“We are thrilled to partner with Verance Capital and GPS Investment Partners, who have a strong track record investing in leading entertainment and media companies.”

Improbable Media encompasses various divisions, including Improbable Productions, dedicated to creating and producing content spanning film, television and digital platforms, and Nuance, a specialised arm for brand, digital and experiential marketing.

Improbable Media has produced multi-platform branded content for esteemed partners such as NIKE, WhatsApp, Breitling, Protergia, Kaizen Gaming and Flexpower.

In addition to the upcoming Prime Video documentary, Improbable Productions is actively developing a diverse range of programming in collaboration with production partners like Skydance Sports, Lightbox, Mission Control Media, Marginal MediaWorks and Media Ranch.

Antetokounmpo now joins the ranks of NBA luminaries LeBron James and Kevin Durant, who have also ventured into the media industry.

James co-founded the SpringHill Company in 2020, achieving a staggering valuation of $725 million after selling a minority stake to investors in 2021. Durant initiated his Boardroom media company in 2019.

Meanwhile, this week also saw the release of Antetokounmpo’s UGO: A Homecoming Story, depicting his first trip to Nigeria, produced in association with WhatsApp and available to watch now in full on YouTube.

Adetokunbo is Yoruba for ”the crown has returned from overseas,” and now I can proudly say I’ve fulfilled my namesake. I’ve spent my entire life not knowing if my homeland would feel like home, but I finally know. And I’m ready to share this experience with you all through UGO,… pic.twitter.com/GX8CduC3TY

— Giannis Antetokounmpo (@Giannis_An34) January 16, 2024