Overtime - The Voice of Next Generation Sports Fans
The 7th Annual Awards
- Best Use of Multi-Platform
ABOUT THIS ENTRY
Overtime builds disruptive new sports leagues and IP, aimed globally at the next generation sports fan and athlete. Overtime is about making sports more inclusive, dynamic, and tailored for the digital age.
How does this represent "Excellence in Engagement"?
Overtime accounts brought in 16MM new followers in 2024 (+16% YoY). We are everywhere and anything Gen Alpha, Gen Z and Millennials are with the type of content they want to be engaging with from sports, to lifestyle, to sneakers and more. But more than numbers, our biggest metric is the fact that our fans call us family. That we’re a community.
All to prove that what we’re building is meaningful and we’re charting our own course.
Objective
Overtime empowers the next generation of athletes and fans across digital platforms by building disruptive new sports leagues and developing and distributing original sports content.
Overtime owns and operates OTE and Overtime Select in basketball, OT7 in football, and OTX in boxing while producing over 150 pieces of original sports content weekly for its 115MM+ global followers. The company is a key partner to marquee sports leagues and rights holders worldwide, including the NFL, NBC Sports for the Olympic Games, NWSL and ATP Tour. Overtime's business model is driven by sponsorships, e-commerce, licensing and media rights.
Overtime creates, curates, and distributes 150+ pieces of content weekly, tailored to our Gen Alpha, Gen Z and Millennial audience's preferences. Content spans their favorite sports, resonates with their tone, and engages them on their priority platforms like TikTok, YouTube, and Instagram, amassing over 80 million daily video views. Our deep connection with this elusive audience empowers our brand partners to move beyond reach, achieving influence at scale and significant brand impact.
Strategy & Execution
Overtime set out to solve a problem that the consumption of sports and media shifted with next-generation sports fans. Overtime filled that whitespace for Millennials and Gen Zers who wanted to consume sports differently. They wanted to watch it, talk about it, read about it and engage with sports like they were hanging with a friend. Overtime’s strategy worked. Its community has now amassed over 115 million social followers who consume over 31 billion annual video views. Now, traditional and legacy sports media companies are creating content that looks and sounds like Overtime showing the company's impact on the industry.
Our end-users are Gen Alpha, Gen Z and Millennials. We reach them on the platforms they consume, from YouTube and Snapchat to Instagram and TikTok. We have always spoken to our audience like a friend - it’s in our DNA to reply to their comments and have a two-way dialogue with them. This is why we’ve always referred to our audience as our community, or the OT Fam.
We know that the way to build and foster a strong community goes beyond just producing content. This generation expects participatory entertainment — a conversation, which Overtime provides.
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
