The basketball star and his business partner Maverick Carter announced the formation of a new media company, SpringHill Co., which will be supported by a $100 million funding round.

Bloomberg Businessweek, which published the report on Thursday for a cover story in next week’s issue, said that the duo formed the company on March 11, the same day the NBA suspended its season after Utah Jazz all-star center Rudy Gobert tested positive for coronavirus.

SpringHill Co. consolidates James’ marketing agency Robot Co. with entertainment companies SpringHill Entertainment and Uninterrupted LLC, according to Bloomberg.

“When we talk about storytelling, we want to be able to hit home, to hit a lot of homes where they feel like they can be a part of that story,” James told Bloomberg.

The company has already signed a TV production deal with Walt Disney Co. and is working with Netflix on a basketball-themed movie starring Adam Sandler, according to Bloomberg.