Overtime Select shares engagement metrics ahead of its second season’s tip-off

The GIST: Season two of Overtime Select — the high school girls’ basketball tournament launched by Gen Z sports brand Overtime (OT) last year — tips off on Saturday, so we spoke with OT about its growth numbers and the ROI for brands that want to capitalize on the next generation of women’s basketball stars. Bold.

The wins: Since its launch, OT Select has seen outsized engagement on YouTube and TikTok. The brand’s longform YouTube videos have 4x more views and engagements per video than the average longform video in U.S. sports media, and its TikTok content is 2.5x more engaging than average on the platform.

• During its first season, league captains added 150K Instagram followers overall, representing 72% collective growth. And in the offseason, OT Select’s account has grown by 150K followers. No cap.

The audience: It’s not just that OT Select is growing — it’s who it's reaching that’s a selling point for brands. According to OT, 75% of OT Select followers are under 35, meaning brands activating in this space are reaching the next generation of sports fans.

• Additionally, this gives brands an opportunity to partner with athletes before they enter college and eventually make the big leagues. Adidas, E.l.f., Gatorade, State Farm, and Invisalign are a few of the sponsors that have teamed up with OT Select and its athletes to reach these audiences.

The takeaway: These partnerships aren’t entirely surprising: Gatorade has long sponsored high school athletes, while State Farm doubled down on college women’s basketball after signing Caitlin Clark. And with an estimated 50 to 70% of teens expected to straighten their teeth, showcasing Invisalign products with Select athletes is a smart way to break through to this demo. Say cheese.