Giannis Antetokounmpo is the next NBA star in line to venture into the media industry.

The Milwaukee Bucks forward has linked up with former NBA star Jay Williams to co-found the media company, Improbable Media, according to Business Insider. Alongside Antetokounmpo and Williams, Jonathan Stern — who’s held executive roles at Red Bull Media House and Fusion Media Network — is serving as the company’s CEO.

The “as-yet-unannounced company,” per the outlet, aims to create original and commercial projects across media platforms. Additionally, as of this writing, it is on the hunt for a vice president of branded entertainment.

“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,” the LinkedIn job posting stated, per the outlet. “With our media and brand consultancy arm, we’re on a mission to redefine the world of branded entertainment.”

Several professional athletes that have tried their hand at media ahead of Antetokounmpo include LeBron James, Stephen Curry, Kevin Durant, and Derek Jeter. As previously shared by AFROTECH, James’ SpringHill Company, co-founded by his longtime business partner Maverick Carter, reached a $725 million valuation in 2021 and has worked with the likes of Naomi Osaka and Joel Embiid.

As Antetokounmpo has added media company founder to his growing list of ventures in 2023, he has also filled this year with team ownership. In August, AFROTECH reported that he and his brothers Thanasis, Kostas, and Alex joined Serena and Venus Williams as owners of the Los Angeles Golf Club, the inaugural team of Tiger Woods and Rory McIllroy’s TGL golf league. Additionally, in March, the brothers became minority investors in Major League Soccer (MLS) club Nashville SC.

“My father was a professional soccer player, and it was the first sport I fell in love with in Greece,” Giannis said at the time of the purchase, according to ESPN. “I’ve always had the dream of owning a soccer team. When my brothers and I explored Nashville SC, we knew it was a team and a city that we wanted to get involved with. I couldn’t be more excited to join the Boys in Gold and can’t wait to come to a match at GEODIS Park soon!”