PODCAST
By Matt Britton
Original Post on Adweek
The way young audiences engage with sports is fundamentally different from past generations. They’re not sitting through full games—they’re consuming highlights, engaging with athletes as influencers, and watching sports through the lens of culture.
Overtime has been at the forefront of this shift, creating a platform that blends social media, entertainment, and high-level competition. But they didn’t stop there. With the launch of Overtime Elite, Overtime Boxing, and other properties, Overtime has moved from covering the game to running the game.
On this episode of The Speed of Culture podcast, Overtime CEO Dan Porter shares how the company is redefining sports leagues, athlete media, and brand partnerships in an era where attention is the most valuable currency.
With a background spanning gaming, talent management, and digital media, Dan has a unique perspective on how culture, technology, and storytelling are reshaping the sports industry.
Under his leadership, Overtime has expanded beyond content into professional sports leagues, athlete development, and direct-to-consumer commerce.
Tune in to The Speed of Culture Podcast as Dan Porter shares how Overtime is redefining sports, storytelling, and the athlete-fan relationship in the digital era.
Key takeaways:
[03:21] Overtime Is More Than a Media Brand — What started as a social media powerhouse is now a fully integrated sports business. Overtime has built its own leagues—like Overtime Elite for basketball and OT7 for football—where elite young athletes showcase their skills before turning pro. Unlike traditional leagues tied to cities or schools, Overtime teams exist for the digital world, designed for a global fan base. With four top-10 NBA Draft picks already, they’re proving that digital-first leagues aren’t just entertainment—they’re a real pipeline to the pros.
[09:31] Gen Z Doesn’t Watch Sports Like Their Parents — Forget cable subscriptions and full-game broadcasts. For Gen Z, sports fandom happens in highlights, TikTok clips, and YouTube deep dives. They’re watching, commenting, and engaging in real-time, but they’re not necessarily tuning in for 3-hour games. This shift has changed how brands, leagues, and athletes need to engage with bite-sized, interactive content that keeps fans connected outside of game time. Overtime has mastered this by turning athletes into digital stars long before they go pro.
[17:52] Athlete Influence Is the Future of Sports Media — Athletes aren’t just players—they’re brands, businesses, and content creators. LeBron James, Kevin Durant, and Pat McAfee have all built media empires beyond their playing careers, and Overtime is giving the next generation of stars a platform to do the same. With 360-degree storytelling, behind-the-scenes content, and brand partnerships, Overtime is proving that the modern athlete isn’t just judged by stats—but by engagement, influence, and cultural relevance.
[24:49] Brand Integration in Sports Is Evolving — Brands used to slap their logo on a jersey and call it a day. Now, they’re embedded into the athlete’s journey. Gatorade, Adidas, and Bevel have all partnered with Overtime to connect with young athletes at the ground level, whether through branded training facilities or custom content. The future of sports sponsorship isn’t just about visibility—it’s about authenticity, alignment, and storytelling.
[35:57] You Can’t Win Playing Someone Else’s Game — Overtime isn’t competing with ESPN or Bleacher Report—they’re creating something different. By prioritizing culture, entertainment, and digital-first storytelling, they’ve built a brand that feels authentic to the next generation. As Dan puts it: “If I try to outbid ESPN for NBA rights, I’m playing their game. But if I build something new, I put them in a box. They can’t play my game.”
