Overtime has named Google Gemini the official AI partner of Overtime Elite and Overtime Select, expanding an earlier collaboration into a broader partnership that will integrate AI across athlete support, broadcast production, social content, and fan engagement.

Gemini becomes the first official AI partner of Overtime’s basketball leagues. The partnership will give the platform visibility across OTE and Overtime Select broadcasts, digital content, and Overtime’s Atlanta arena, including LED signage and premium placement on basketball hoop padding.

The AI integration will extend directly to the athletes. Google Gemini will be used to help student-athletes manage academic and basketball scheduling demands, while also supporting content creation and personal brand development throughout the OTE and Overtime Select seasons.

“This partnership is not just about enhancing Overtime’s basketball product, but investing in our players and their future by embracing technologies that create better experiences. Google Gemini’s AI capabilities are a natural fit given Overtime’s digitally native platform, allowing us to enhance every aspect of our ecosystem from helping student-athletes navigate the demands of academics and basketball to giving our broadcast teams new tools, all while expanding our storytelling around both OTE and Overtime Select.” – Zack Weiner, Co-Founder, Overtime

Two named activations are expected to bring those capabilities to life.

Game Beyond the Game: The Digital Teammate will be a content series centered on OTE and Overtime Select players and alumni using Google Gemini in their daily lives. The program is designed to show how athletes use AI across basketball, academics, scheduling, and content creation.

A separate Gemini Video Analysis integration will bring AI directly into Overtime broadcasts. Analysts will be able to use Gemini to break down player highlights and game moments during coverage, adding another data and analysis layer to the live product.

The athlete-facing content component will also include a tool that allows players to upload video and create personal highlight mixtapes for social media and recruiting. The feature gives Overtime athletes another way to turn game footage into personalized content without relying on a traditional production workflow.

Sascha Malas, Vice President of Women’s Sports & Media Strategy at Overtime, said the partnership is designed to use AI across several different points in the athlete and fan journey, including game analysis, content creation, and fan experience.

The partnership follows an earlier collaboration between Overtime and Google Gemini during March Madness. Overtime worked with both the UConn men’s and women’s basketball programs, including the creation of a branded content studio at Gampel Pavilion. Gemini and Wendy’s participated as brand partners in the program, which produced content around the athletes during the tournament.

The new agreement moves Gemini from a tournament-specific activation into a standing partnership across two Overtime basketball properties.

Overtime’s broader media footprint gives the integration significant digital distribution. The company says it has more than 115 million followers across seven platforms, produces more than 150 pieces of original sports content each week, and generates more than 3 billion views per month. Approximately 81% of its audience is under age 35.

Overtime owns and operates Overtime Elite, Overtime Select, OT7, and other sports properties built around younger athletes and digitally native audiences. Its business model includes sponsorships, brand partnerships, media rights, licensing, e-commerce, and original content.

Financial terms and the length of the Gemini agreement were not disclosed.