Future Proofing Sports: Inside Overtime’s Disruptive Model with EJ Lawrence
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Future Proofing Sports: Inside Overtime’s Disruptive Model with EJ Lawrence
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What happens when you design a sports league for the next digitally-led generation instead of adapting for an old one? You get Overtime—a media and sports company rewriting the rules. EJ Lawrence, Head of League Partnership Development, joins Laura to unpack the strategy behind its four leagues (including Overtime Select, its women’s basketball property), the content engine driving a tidal wave of content every week and the sponsorship model built for storytelling. They get into what Gen Z wants from sports, how Overtime is closing coverage and funding gaps, and why building a fan community (150MM+!!) means listening as much as talking.
01:41 EJ Lawrence's Journey in Sports
05:38 From Traditional Sports to Digital Media
09:25 Joining Overtime and Its Unique Model
12:09 Overtime's Audience and Content Strategy
18:52 Building Brand Relationships in Basketball
19:42 Reimagining Sponsorship at Overtime
22:43 Empowering Athletes On and Off the Court
25:42 Overtime Select: Structure and Success
32:27 Parental Involvement and Feedback
34:54 Expanding Storytelling and Crossover Events
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