Sports Leagues and Media Companies Want New Fans. Overtime Thinks It’s Cracked the Code

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The sports content brand, founded by Dan Porter, is launching its own leagues, cutting deals with media giants and betting that the sports boom isn't going away anytime soon.

If live sports is the dominant form of live entertainment on TV, it is content around sports that seems to spark so much of the conversation around what people are watching. Athletes, after all, have millions of followers on social platforms themselves, and the story behind the event can be as compelling as the game itself.

Overtime’s open air office in Brooklyn is brimming with movement, samples from its clothing lines on one side, screens with live games on the other, and dozens of staffers at stations developing sports-related content and products in the shadow of the Manhattan Bridge. “Every league thinks about media rights, sponsorship and derivative IP, and traditional derivative IP tends to be anything from trading cards to a video game NBA 2K,” Porter says. “For us, we chose a form of derivative IP that has, like video games do, a massive overlap with a young audience, is very global in nature.”debuted two years ago. The rise of NIL deals has transformed amateur sports, and has subsequently changed Overtime, a pivot if you will.

Porter helped start an online ticketing company, TicketWeb, which sold to Ticketmaster; he started a mobile gaming company which sold to Zynga . It was when he left WME in 2016 that he started Overtime, seeking to carve out a piece of the underserved sports audience.

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