The National Football League (NFL) has struck a content partnership with youth-focused digital media brand Overtime.
Contract:
Overtime gets access to major NFL events, including Super Bowl LVIII, NFL Pro Bowl Games, the 2024 NFL Combine and the 2024 NFL Draft
Overtime’s social media followers will be severed up behind-the-scenes access to players and events
Media brand also gains rights to use NFL marks and IP in content
Short-form content to feature Overtime talent and be shared across key platforms such as Instagram, Snap and TikTok
Context:
This is Overtime’s first partnership with a national league and deepens its ties to American football. OT SZN, Overtime’s dedicated football social media accounts, generated 1.4 billion minutes of content consumed by fans in 2022. Overtime also says that OT SZN on TikTok is the largest football account in US sports media with 3.5 million followers, adding that SZN is the largest YouTube channel within US sports media dedicated to football.
In March 2022, Overtime announced the launch of its OT7 seven-on-seven football league, which has generated over 330 million impressions and 290 million views.
For the NFL, the Overtime tie-up will broaden the league’s content distribution as it continues efforts to engage with Gen Z.
Coming next:
Overtime’s special access to tentpole NFL events in 2024 begins with the Pro Bowl in Orlando on 4th February, followed by the Super Bowl, which is being held at Las Vegas’ Allegiant Stadium on 11th February.
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2023-11-03 12:24:23
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