Anthony's current relationships include Nike's Jordan Brand, PowerCoco sports drink and the supplement Isotonix Champion Blend Plus.

WSJ: Carmelo Anthony's Slam Dunk

The new relationships include both financial backing and business agreements that demonstrate the industry's confidence in Roku as the distribution platform to bring streaming entertainment to mainstream consumers.

ENGADGET: Roku picks up financing from BSkyB, News Corp and more, keeps eye on the premium streaming crown

These challenges include a lack of relationships and money to make sure that life is not just bearable but enriching and enjoyable.

BBC: Viewpoint: Do famous role models help or hinder?