Overtime Select shares impressive social growth and engagement numbers in first season

The GIST: After tipping off in August with eight corporate sponsors, elite girls’ high school basketball tournament Overtime Select (OT Select) held their championship this weekend in Atlanta, Georgia. The month-long tourney hosts America’s best up-and-coming hoopers and is run by popular Gen Z–focused youth sports media brand Overtime.

• Prior to the tourney finale, won by Mia and Mya Pauldo’s Double Dynasty squad, OT Select shared social media metrics with The GIST that illustrate why high school girls’ basketball present a major opportunity for brands looking to capitalize on the growth of women’s sports among Gen Z fans. Bank shot.

The tournament: The summer league, which spanned four weekends in August and September, took place at Atlanta’s OTE Arena. Eight teams of elite high school ballers enjoyed assists from WNBA advisors like Breanna Stewart, Zia Cooke, and Kahleah Copper, not to mention college stars like Flau'jae Johnson and Paige Bueckers.

By the numbers: Since launching its accounts in February, OT Select content generated 6M engagements, 65M views, and 80M impressions across platforms. At least 10K people caught each semifinal game on YouTube and averaged about 20 minutes of watchtime, while over 198K unique viewers tuned into OT Select livestreams on TikTok.

• The players also enjoyed the glow of the spotlight on their personal accounts, with every team captain seeing their Instagram followings rise at least 33%. Other athletes had their followings almost double, with Ontario Christian’s Kaleena Smith going from 42.1K to 82.3K followers and Elite Sports Academy’s Oliviyah Edwards rising from 5K to 10K followers.

Zooming out: The popularity of OT Select underlines how the next generation of sports fans want to engage with content. Overtime is meeting Gen Z fans where they are by utilizing platforms like TikTok and Instagram for buzzy, short-form content — but even its livestreams are racking up views. It makes sense why major sponsors like Adidas are lining up to benefit from OT’s clout.

• The social popularity of OT Select’s players also shows Gen Z’s affinity for relatable athletes, and with these high schoolers getting a head start on their social media game, they’re that much better prepared for a burgeoning collegiate NIL landscape. Not a tuff sell.