NBA G League Joins Forces With Overtime To Attract Young Audience

December 9, 2020

The National Basketball Association’s (NBA) G League has joined forces with digital sports media company Overtime to create daily video content for its dedicated draft prospects team, Ignite.

Videos will include game, event and behind-the-scenes features, which will be made available to fans worldwide via G League and Overtime digital and social media platforms.

Overtime’s brief is to create content appealing to younger basketball fans, with the company gaining extensive access to the Ignite team to tell stories through highlights and short-form content, including an episodic docuseries.

“We’re excited to partner with Overtime to provide basketball and NBA G League fans with a tremendous vehicle to follow our players and teams,” said NBA G League chief operating officer Portia Archer. “Through its unique storytelling, Overtime will reach the next generation of sports fans and help our league continue to grow.”

Zack Weiner, Overtime’s president and co-founder, added: “This is the perfect partnership since at our core, we tell the stories of the athletes our under-35 audience cares about most.

“We have been sharing the journeys of players, including many on the Ignite team, for years now as they rise the ranks. Through this partnership, we will continue telling these stories as we engage our audience and provide the G League with exposure to this hard-to-reach demo.”