Former hockey players Maxim Lapierre and Guillaume Latendresse have sold their business La Poche Bleue to Playmaker, a company specializing in media, sports betting and technology.

The amount of the transaction could reach up to 8.8 million, if certain financial targets are met within the next 12 months. Immediately, the owners of La Poche Bleue will receive a payment of 2.25 million, as well as shares in Playmaker. Maxim Lapierre and Guillaume Latendresse will remain with the company, as will General Manager Louis-Philippe Dorais.

La Poche Bleue got noticed in Quebec thanks to a hockey podcast hosted by Maxim Lapierre and Guillaume Latendresse. Over the months, the company launched other podcasts, including Game Over, hosted by former baseball player Éric Gagné and comedian Maxim Martin. La Poche Bleue has also associated its image with several alcoholic beverages.