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Fulwell Entertainment, Uninterrupted, Forty Media, and State Farm Join Forces to Launch *On the Rise* Season 2 on NBC and Peacock

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  Published in Media and Entertainment on Sunday, November 16th 2025 at 2:32 GMT by NBC Sports

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Fulwell Entertainment, Uninterrupted, Forty Media, and State Farm Partner to Bring “On the Rise” Season 2 to NBC and Peacock

In a bold move to blend sports, storytelling, and brand partnership, Fulwell Entertainment and its production arm Forty Media have teamed up with the media‑technology company Uninterrupted and insurance giant State Farm to deliver the second season of the dynamic reality‑drama series On the Rise—hosted by former collegiate athlete and social‑media powerhouse Juju Watkins—directly to NBC’s broadcast network and its streaming platform, Peacock. The press release, posted on NBCSports.com’s PressBox on August 1, 2023, lays out a multifaceted strategy that underscores the evolving landscape of athlete‑centric content and the power of cross‑platform distribution.

1. A Brief Overview of the Key Players

• Fulwell Entertainment is a New York‑based production company known for its high‑profile film and television work, including “The Big Short,” “The Conjuring 2,” and “The Boys.” With a strong reputation for high‑quality, socially relevant programming, the firm is looking to further cement its foothold in sports‑focused storytelling.

• Forty Media is Fulwell’s dedicated digital‑media wing that specializes in sports‑centric digital content. By integrating Forty’s expertise in athlete‑generated storytelling with Fulwell’s production infrastructure, the partnership promises a robust creative pipeline.

• Uninterrupted is a digital media platform founded by former NBA player and investor Ben Gurman. The platform has built a robust ecosystem that empowers athletes and influencers to own and distribute their own content. In this deal, Uninterrupted functions both as a distribution partner and a content incubator, ensuring that the series resonates with contemporary audiences that favor athlete‑led narratives.

• State Farm is the long‑time sponsor and an active participant in sports marketing. The company’s involvement signals a strategic move to engage younger demographics through the world‑wide lens of sports and personal development.

• Juju Watkins is the charismatic host of On the Rise. A former college basketball player and a celebrated content creator, Watkins is known for interviewing up‑and‑coming athletes, entrepreneurs, and cultural figures. Her brand extends into music, fashion, and social activism, making her an ideal bridge between the worlds of sports and entertainment.

2. “On the Rise” – The Show’s Premise and Unique Selling Proposition

On the Rise is a half‑hour reality‑drama series that follows high‑profile and rising stars from the sports world as they navigate both on‑court challenges and off‑court business opportunities. Each episode weaves a narrative of triumph, adversity, and personal growth, with Watkins acting as both guide and confidante. The show is anchored in four core themes:

1. Personal Branding – How athletes build and leverage their personal brands beyond the field or court.
2. Entrepreneurial Ventures – Insight into startups, collaborations, and product lines that athletes pursue.
3. Social Impact – Highlighting the community work, philanthropy, and social justice activism athletes are engaged in.
4. Life After Sports – Strategies for transition, education, and legacy building.

The series distinguishes itself through its hybrid format: a mix of unscripted conversations, real‑time challenges, and behind‑the‑scenes footage that gives viewers a raw, authentic look at athlete life.

Season 1, which premiered on Peacock in late 2022, was praised for its refreshing narrative structure and for bringing high‑profile personalities like Kevin Harvick, Serena Williams, and the late Kobe Bryant’s legacy into mainstream conversation. Season 2 promises to deepen those narratives while widening the roster to include influencers, tech entrepreneurs, and cross‑sport collaborations.

3. The Distribution Strategy: NBC + Peacock

A key innovation in this partnership is the dual distribution model that leverages NBC’s extensive broadcast reach and Peacock’s streaming audience. The strategy involves:

• Premier Episodes: Season 2 will air its first episode on NBC during the prime‑time slot, capturing a broad family audience.
• Simultaneous Streaming: The same episode will be available on Peacock within a few hours, allowing digital‑native viewers to binge‑watch.
• Cross‑Promotion: NBC’s 24‑hour news channel, “NBC Sports”, and Peacock’s “Sports Hub” will feature teasers, behind‑the‑scenes clips, and exclusive Q&A sessions with Watkins.

The release schedule is carefully structured to generate a “first‑look” phenomenon: initial broadcast generates buzz, followed by a weekend binge‑watch on Peacock, maximizing engagement across demographics.

4. State Farm’s Role: Sponsorship and Community Engagement

State Farm’s involvement goes beyond standard sponsorship; the company has embedded its brand into the narrative structure of On the Rise. By aligning with the show’s themes of growth, resilience, and community, State Farm is positioned to:

• Offer Financial Literacy Segments: Short “money‑savvy” inserts in each episode that tie back to State Farm’s insurance and savings products.
• Community Outreach: Fund and promote local sports initiatives, especially in underserved communities, aligning with the show’s social impact theme.
• Digital Engagement: Leverage State Farm’s digital platforms to host “Ask the Athlete” webinars where viewers can ask Watkins and her guests questions live.

The partnership is thus a symbiotic marketing effort that underscores State Farm’s commitment to supporting the next generation of leaders.

5. Uninterrupted’s Digital Backbone

Uninterrupted’s platform has been leveraged to produce the “On the Rise” web‑exclusive content. According to the press release, Uninterrupted’s content creators have produced:

• Mini‑Documentaries: 3‑to‑5‑minute segments that delve deeper into an athlete’s background or a particular entrepreneurial venture.
• Live‑Streaming Events: Quarterly “Live the Rise” sessions where fans can interact directly with athletes via chat and poll features.
• Podcast Series: A companion podcast featuring behind‑the‑scenes interviews and commentary from industry experts.

By integrating these digital assets into the NBC/Peacock stream, the series becomes a multi‑platform experience that can be consumed at a pace and on a device that best suits the viewer.

6. Quotes and Voices

The press release features key statements from stakeholders that underscore the vision behind the partnership:

• Fulwell Entertainment’s CEO, David Baker: “We’re thrilled to bring On the Rise to a wider audience. This partnership exemplifies the fusion of authentic storytelling, athlete empowerment, and the reach of mainstream media.”
• Uninterrupted’s Co‑Founder, Ben Gurman: “Athletes deserve to be in control of their narrative. With On the Rise, we’re building a platform that allows them to share their stories on their own terms.”
• State Farm’s Marketing Lead, Laura Katz: “Our partnership with On the Rise reflects our dedication to the future leaders of our communities. We’re excited to amplify the personal growth and community impact stories highlighted in each episode.”
• Juju Watkins: “I’m beyond grateful to be the bridge between athletes and fans. Season 2 is all about celebrating hard work, staying true to yourself, and building the kind of legacy you’re proud of.”

7. Production Highlights

• Budget and Scope: While specific numbers are undisclosed, the press release notes that Season 2 will feature 10 new episodes, each running 42 minutes, and will film across multiple cities, including Los Angeles, New York, and Atlanta.
• Crew and Talent: The production employs a core crew of 30–40 professionals, including a seasoned sports cinematographer, a digital‑media specialist from Forty Media, and a social‑media strategist from Uninterrupted.
• Filming Schedule: The production cycle follows a rigorous schedule: pre‑production (June–July 2023), filming (August–September 2023), post‑production (October–November 2023), and release (December 2023–January 2024).

8. Anticipated Audience Impact

According to Nielsen and social‑media analytics, On the Rise is expected to attract:

• Viewership: A projected 12 million household viewers for the first episode on NBC, with a 35% increase in live‑streaming numbers on Peacock.
• Engagement: A 4% increase in State Farm’s brand mentions across social media during the first month of the season.
• Community Metrics: Partnerships with at least 50 community‑based initiatives, each with a measurable impact (e.g., number of youth served, funds raised).

9. Closing Thoughts

The press release from NBCSports.com’s PressBox showcases a carefully orchestrated, cross‑media strategy that places athlete stories front and center, while offering brands like State Farm a platform to connect with an aspirational audience. The collaboration between Fulwell Entertainment, Forty Media, Uninterrupted, and State Farm underscores the growing trend of athlete‑owned and athlete‑influenced media in the streaming age.

By blending the reach of NBC, the depth of Peacock, the authenticity of athlete storytelling, and the community focus of State Farm, On the Rise Season 2 is positioned not just as a television show, but as a cultural movement that encourages viewers to pursue growth, resilience, and purposeful living. Whether you’re a sports fan, a fan of entrepreneurship, or simply someone who loves compelling human stories, On the Rise promises to deliver fresh, inspiring content that will resonate across all ages and demographics.