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Gatorade Becomes Overtime Elite’s First Official Brand Partner

OTE’s official sports drink will have a significant presence both on the sidelines and around the organization’s Atlanta facility.

As Overtime Elite gets set to play its first games later this month, it now has its first major sponsorship deal.

Gatorade will have a presence on the sidelines as OTE’s official sports drink, but will also play a role in driving the organization’s athletic performance. In addition to providing products from across the brand’s portfolio, Overtime Elite players will have access to leading hydration and nutrition expertise from the Gatorade Sports Science Institute.

“Signing our first sponsor, and especially one like Gatorade, is a pivotal point for what we are doing at OTE,” said Aaron Ryan, OTE’s commissioner and president. “It signals a viability and credibility to the market to have such a well-respected and influential partner that sees and believes in our vision. To have Gatorade on board with us at ground level allows us to educate and prepare our young athletes from the beginning of their path to become pros.”

Gatorade will also have a substantial presence at OTE’s new 103,000-square-foot facility in Atlanta, including a Gatorade “fuel bar” in the building’s performance space.

Gatorade products and services will also be integrated into storytelling for the 27 OTE athletes on social across all Overtime and OTE platforms, utilizing their strong digital reach.

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“While Overtime Elite may be new to the basketball scene, the dynamic community the Overtime team has built over the past few years is well established and exciting,” said Jeff Kearney, Gatorade’s global head of sports marketing. “We’ve taken notice and are thrilled to be partnering for Overtime Elite’s inaugural season. Overtime Elite’s innovative approach to providing growth opportunities for its athletes both on and off the court made this partnership a natural fit for us. We’re excited to bring our expertise in the sports fuel space to the Overtime Elite athletes and learn from them as well.”

OTE confirmed its 27-man roster on Oct. 13, splitting players into three nine-man teams. Their first game is scheduled for Oct. 29, kicking off a competitive season that will run through March.

About The Author
Shlomo Sprung
Shlomo Sprung
Shlomo Sprung is a Senior Staff Writer at Boardroom. He has more than a decade of experience in journalism, with past work appearing in Forbes, MLB.com, Awful Announcing, and The Sporting News. He graduated from the Columbia University Graduate School of Journalism in 2011, and his Twitter and Spotify addictions are well under control. Just ask him.