Social-First Sports Media

Overtime built a modern sports media company by focusing on social media first, particularly targeting young audiences through platforms they actually use. The company leveraged user-generated content and strategic content licensing to build a multi-hundred million dollar brand.

Key Points:

• Core Strategy:

  • Built primarily as social media accounts (Instagram) instead of traditional TV/website
  • Focused on basketball culture and emerging talent
  • Targeted young audience where they actually spend time (social media, video games)

• Content Acquisition Model:

  • Found local photographers/videographers through social media
  • Key contributors included:
    • A plumber who filmed games on weekdays
    • A student in wheelchair with courtside access
  • Got exclusive early access to viral-worthy sports moments

• Distribution Strategy:

  • Offered content free to ESPN and other networks
  • Required only watermark and tag attribution
  • Result: Massive brand exposure through major sports networks

• Revenue Evolution:

  • Started with sponsorships
  • Expanded into owning their own basketball league
  • Created alternative to NCAA for players

• Market Insight:

  • Kids choose favorite teams/leagues around age 10-12
  • Gaming (like Madden) influences team/player preferences more than geography
  • Traditional TV viewing declining among youth
  • Need to capture fans through new media channels