Overtime is betting big on AI. Google Gemini is now the official AI partner for Overtime Elite (OTE) and Overtime Select. The agreement marks the first such deal for either league.
What We Know: According to a report by Sports Business Journal, Gemini will power broadcast production and social content across both leagues. The partnership builds on Overtime’s March Madness collaboration with UConn’s men’s and women’s basketball teams. In Atlanta, Gemini gets prominent arena branding, including LED signage and hoop-padding placement. Also, two activations will launch: a “Digital Teammate” content series and “Gemini Video Analysis” for in-broadcast highlight breakdowns.
What They Said: Overtime VP/Women’s Sports & Media Strategy Sascha Malas: “We actually worked with the UConn women’s basketball team, and we worked with the men’s basketball team for Google Gemini, and really brought this amazing opportunity to life through their student athletics.”
Overtime VP/Women’s Sports & Media Strategy Sascha Malas: “This is imperative for us. You never know what’s going to happen with AI … So, just being at the beginning stages of it and really enhancing and jumping fully in has been really valuable for us as business.”
What Remains Unclear: Financial terms of the deal were not disclosed. The reports also doesn’t specify a contract length or exclusivity terms. It’s unclear how quickly the Digital Teammate series and Gemini Video Analysis will roll out across both leagues this season.
What It Means: Overtime continues pushing AI into youth and amateur basketball media ahead of major broadcasters. By blending Gemini into scheduling, analysis and content creation, Overtime aims to deepen fan engagement while giving athletes new tools to build their personal brands. If this concept proves successful, there’s no limit to seeing how other leagues will continue to adapt to the new technology in connecting fans with brands.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.