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OTE signs its first brand association with Gatorade

With Gatorade being the first brand tie-up, OTE already struck a trading card deal with Topps last month.

Overtime Elite (OTE), the newly formed basketball league has landed its first brand partnership with the sports drink giant Gatorade.

In this association, Gatorade has been appointed as the official sports drink of OTE and the league’s athletes will receive the brand’s products from its range. The Chicago based company’s presence will be felt at OTE’s new facility in Georgia, Atlanta, including a bar in the building’s performance space.

In addition, OTE seeks to combine Gatorade products and services into storytelling for league athletes across all platforms.

With Gatorade being the first brand tie-up, OTE already struck a trading card deal with Topps last month.

Gatorade has been the standard bearer in the sports fuel space for decades and to have them be our first brand partner is monumental for Overtime Elite,” said Aaron Ryan, OTE commissioner and president.

There is perfect alignment between the two brands where the athlete is at the centre of our mission and together we’ll support them on their journey by focusing on their needs, their health, and their progress on and off the court.

Jeff Kearney, global head of sports marketing at Gatorade, added: “Overtime Elite represents a unique connectivity with our audience, which allows us to engage directly with athletes during and beyond the moment of sweat.”

OTE will include players aged between 16 to 18, who are guaranteed to receive US$100,000 per year. The announcement was made by the digital sports media company Overtime. The first season of OTE will commence on October 29. The league aims to provide new opportunities to aspiring NBA players.

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