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Overtime Scores with The Brand Liaison to Lead Licensing Program

Overtime Scores with The Brand Liaison to Lead Licensing Program

Overtime, the leading brand for the next generation of sports fans, is ready to tackle licensed products and is partnering with The Brand Liaison to lead its licensing program.  Together, they will leverage Overtime’s strength in sports and youth culture to drive new licensed products, collaborations and experiences. 

Within six years, Overtime has built a community through a unique voice, content strategy and elite talent reaching 85 million fans, athletes, and influencers, and generating over 2 billion monthly video views. Through their disruptive new sports leagues like OTE Basketball and OT7 Football, Overtime is able to showcase premier college recruits and capitalize on the NIL through licensed products. 

“We are proud of the rapid growth of Overtime’s apparel over the last 6 years and this new partnership with The Brand Liason will bring Overtime’s brand to new heights and new places,” said Tyler Rutstein, Overtime’s Chief Brand Officer. “We see licensing as our next leap forward as a brand.”

The model has already proved successful through blue chip sponsorships with power brands like adidas, Gatorade, 7-11 and State Farm, collaborations with brands such as Billionaire Boys Club and Rolling Loud and licensing with Topps for trading cards.  Future licensed categories include: performance apparel & accessories, power snacks & beverages, technology, health & beauty, collectibles and more.

Overtime is backed by Liberty Media Corporation, Andreessen Horowitz, Blackstone, Counterpoint Global (Morgan Stanley), Sapphire Sport, Winslow Capital, Bezos Expeditions, Spark Capital, Micromanagement Ventures (the family of the late David Stern), Black Capital, Alexis Ohanian, Drake, Quavo, Daymond John, and 40+ NBA and NFL stars including Carmelo Anthony, Kevin Durant and Trae Young. Over 6% of active NBA players have invested in Overtime.

“As soon as we saw this brand and the culture they have created, we saw the enormous potential for licensing and experiences.”  Explained Steven Heller of The Brand Liaison.  “This dynamic team has built an incredible business model and following that is perfect for licensing and collaborations. 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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