Anthony Edwards’ Three-Fifths Media makes sports content pact with Wheelhouse

Anthony Edwards is a shooting guard for the Minnesota Timberwolves

Brent Montgomery’s media company Wheelhouse has struck an unscripted-focused content partnership with basketball star Anthony Edwards and his production banner Three-Fifths Media.

The deal will see the companies jointly developing and producing sports and sports-adjacent programming, with Wheelhouse also creating original content for Edwards’ digital platforms and working with the Minnesota Timberwolves player’s brand partners.

Content developed through the pact will be produced under Wheelhouse Sports, a newly launched label dedicated to sports-related content and sports ventures.

Other labels under the Wheelhouse umbrella include Wheelhouse Entertainment (which includes its production subsidiaries Spoke Studios, Campfire, Butternut, Twist and Wheelhouse UK), creator and digital arm Wheelhouse DNA, marketing division Wheelhouse Labs and talent management firm Additive Creative Partners.

Edwards is featured in Netflix’s basketball series Starting 5 alongside Jimmy Butler, LeBron James, Domantas Sabonis and Jayson Tatum. His production company, which is led by Edwards’ business manager Justin Holland, was founded in 2019.

“We love that in working with Anthony, Justin and Three-Fifths, this partnership can leverage creative driven by Anthony’s electric personality and ambition,” said Wheelhouse CEO Brent Montgomery.