NEW YORK – The NBA G League and Overtime, leading brand for the next generation of sports fans, have teamed up for a partnership to create unique daily NBA G League video content including game, event and behind-the-scenes features, which will be available to fans around the world on league and Overtime digital and social media platforms.

“We’re excited to partner with Overtime to provide basketball and NBA G League fans with a tremendous vehicle to follow our players and teams,” said NBA G League Chief Operating Officer Portia Archer. “Through its unique storytelling, Overtime will reach the next generation of sports fans and help our league continue to grow.”

Overtime will use the same expertise that led it to build an audience of over 40 million fans and followers, nearly 90% of whom are under the age of 35, to create NBA G League content appealing to this next generation of sports fans. Fans will have access to the best moments from NBA G League Ignite, a team of elite NBA Draft-eligible prospects who are making their journeys to the NBA. Overtime will tell the stories of NBA G League Ignite and its players through highlights and short form storytelling, including an episodic docu-follow series.

Video content will be available on nba.com/gleague, the NBA G League app and the league’s social media platforms, including Twitter, Facebook and Instagram, as well as across Overtime’s social media platforms.

“This is the perfect partnership since at our core, we tell the stories of the athletes our under-35 audience cares about most,” said Overtime Co-Founder and President, Zack Weiner. “We have been sharing the journeys of players, including many on the Ignite team, for years now as they rise the ranks. Through this partnership, we will continue telling these stories as we engage our audience and provide the G League with exposure to this hard-to-reach demo.”

Earlier this year, the NBA G League launched NBA G League Ignite, which recently began training with head coach Brian Shaw in Walnut Creek, Calif. A team dedicated to developing top young players as they begin their professional careers, NBA G League Ignite is focused on NBA Draft readiness and professional life skill development.