Stephen Curry is going back to school with a media venture that will highlight NIL talent

Stephen Curry‘s Golden State Warriors didn’t make it into this year’s playoffs, but that’s not stopping the NBA’s 3-point king from shooting his shot. Curry and Erick Payton‘s Unanimous Media is teaming up with Hard Carry Media to launch a sports content venture that will kick off with content centered around NIL athletes.

The unnamed venture will operate as a sports content platform that will support creator-driven projects. Themes like competition, personality, and culture will be featured in formats that will live across social hubs like YouTube and TikTok. Curry, who just completed his 17th NBA season, will help steer the platform’s creative direction, talent roster, and cultural focus while also appearing in some of its projects.

Curry has had an active presence in the creator world since he and Payton launched Unanimous in 2018. He headlined a YouTube original series called Ultimate Home Championship while also hosting a challenge on Snapchat’s Spotlight format.

The rise of name, image, and likeness (NIL) deals gives Curry a chance to deepen his digital presence. College letterwinners can now share their stories on digital platforms in a way that wasn’t previously permissible, and agencies have flocked to campuses to train a horde of student-athlete creators. All of a sudden, sports are the hottest thing on social media — not just in the basketball world, but in communities as disparate as golf, cycling, and tennis.

That trend has attracted the attention of Hard Carry Media, which is led by former Hartbeat President and CCO Bryan Smiley. Earlier this year, Smiley launched Hard Carry to appeal to Gen Z consumers on social media. The Unanimous partnership brings that effort into the sports arena.

“In the NIL era, fans are forming connections with athletes earlier and far more personally than ever before,” Smiley said in a statement. “That shift is creating a new kind of fandom that requires a different kind of storytelling. We’re building high-engagement formats that audiences already watch, share, and return to week after week. Sports and athletes are the entry point, but the real product is the format. That’s how you turn athletes into stars and moments into franchises.”

Specific programs that will come out of the new venture haven’t yet been announced, but sports fans should expect big things. After all, when Steph Curry takes a shot, he rarely misses.