Spalding Teams Up with Overtime Elite in Major Partnership
SPORTSMARKETING
Spalding, the world's leading basketball brand, has entered into a multi-faceted partnership with Overtime and Overtime Elite.
The intersection of elite basketball development and digital youth culture is now officially branded. Spalding, the world’s leading basketball equipment brand, has cemented a multi-faceted partnership with Overtime and its high-profile development league, Overtime Elite (OTE). This strategic alliance not only places Spalding’s premium ball in the hands of the next wave of professional hoopers but also sets the stage for a major retail push aimed directly at Gen Z fans.
As part of the agreement, the Spalding Legacy TF-1000 will become the official on-court game ball for all OTE contests. This decision ensures that the rising stars—all aged 16–19 and participating in OTE's unique model of professional training, academics, and compensation—will be developing their games with top-tier equipment.
Bridging Performance and Digital Culture
This partnership is a natural fit for both entities. Spalding, a brand built into the very DNA of basketball, gains unparalleled access to a highly engaged youth audience. Overtime is a digital powerhouse, generating more than 3 billion monthly views and engaging a community of over 115 million followers, with a staggering 81% of that audience under the age of 35.
“Spalding is proud to be the official licensed and on-court game basketball partner of Overtime and Overtime Elite,” said Matt Maresca, Sr. Manager of Brand Communications and Licensing at Spalding. "This multi-faceted partnership underscores our commitment to delivering top-notch equipment that meets the demands of elite level athletes while also being front and center to engage with them digitally."
For OTE, securing Spalding, a brand universally recognized in professional, collegiate, and high school basketball, lends significant credibility and quality to its developmental league. Jesse Shaw, VP, Head of Sales & League Partnerships at Overtime, celebrated the alignment: "Now the TF-1000 becomes part of Overtime Elite's story, where the next era of hoop culture begins.”
Exclusive Retail Activations
The deal extends well beyond the hardwood. Spalding has also secured exclusive rights to produce and sell co-branded Overtime and OTE products at retail, translating the digital hype into physical consumer products.
This retail component will launch in Q4 2025 at Target, featuring an OTE team logo-inspired basketball prominently placed on dedicated endcaps, alongside other Overtime/OTE hardgoods like bags and hydration bottles. This launch is the first in a planned series of activations designed to connect directly with the Gen Z athlete and fan base.
By equipping the league, engaging the community digitally, and providing highly desirable retail products, Spalding is effectively empowering the next generation of athletes to unlock their full potential and realize their dreams, both on and off the court.