Key Takeaways
- Eldridge Capital Management, the asset management arm of Todd Boehly’s Eldridge, led a strategic round in Overtime with financial terms kept private.
- New capital is slated for content, commerce, technology and Overtime’s live properties, including Overtime Elite, Overtime Select and OT7 football.
- Eldridge’s sports and entertainment funds held $200.8 million in assets as of May, alongside stakes in the Dodgers, Lakers and Sparks.
Overtime, the youth-focused sports digital media company, has closed a strategic investment round led by Eldridge Capital Management, the asset management arm of Todd Boehly’s Eldridge, Sports Business Journal reported on September 30, 2026. Neither the size of the Overtime investment round nor the company’s valuation was disclosed.
Where the Overtime Investment Round Will Go
According to Sports Business Journal, the funding is expected to support Overtime’s work across four areas: content, commerce, technology and live sports properties.
Those live properties span two sports. In basketball, Overtime operates Overtime Elite and Overtime Select, the latter including a girls’ basketball league. In football, the company runs OT7.
Who Else Has Invested in Overtime?
Overtime’s last disclosed raise was a $100 million Series D led by Liberty Media in 2022, per Sports Business Journal.
The company’s existing investor roster includes 359 Capital, Andreessen Horowitz, Blackstone Strategic Partners, Amazon founder Jeff Bezos, Reddit co-founder Alexis Ohanian, rapper Drake, Basketball Hall of Famer Carmelo Anthony and Houston Rockets forward Kevin Durant, the report said.
Eldridge’s Premium-IP Thesis Adds a Youth League Operator
Eldridge Capital Management’s sports investment strategy is led by partner Jeff Wilbur and centers on companies holding premium intellectual property, according to Sports Business Journal.
The firm owns stakes in the Los Angeles Dodgers, Los Angeles Lakers and Los Angeles Sparks. It has also invested in Fanatics, FEVO, Fulwell Entertainment, Religion of Sports and Vivid Seats. As of May, Eldridge’s sports and entertainment funds reported $200.8 million in assets, the publication reported.
Overtime now joins that portfolio as one of the few holdings built around youth and high school-age athletes. With terms undisclosed, the round leaves open how Overtime’s current valuation compares with the $100 million Series D it raised four years ago.
Source: Sports Business Journal, Chris Smith, September 30, 2026, https://www.sportsbusinessjournal.com/Articles/2026/09/30/todd-boehlys-eldridge-backs-overtime-in-new-investment-round/
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Youth Sports Business Report (YSBR) is the largest and most trusted media platform covering the business of youth sports worldwide. YSBR delivers youth sports news, market intelligence, and original analysis daily across facilities, sponsorships, private equity, NIL, sports technology, and league operations. With more than 50,000 followers, YSBR is the leading source of youth sports industry news for the investors, owners, operators, and brands shaping the future of youth sports.
How big is the youth sports market?
American families spend approximately $54 billion annually on kids’ sports and recreation, according to the YSBR and Kinetica Group Youth Sports TAM & Parent Spending Report, with organized sports alone representing a $40 billion-plus market. The average family spent $1,016 on a child’s primary sport in 2024, up 46 percent since 2019, per the Aspen Institute’s Project Play, and market research projects the global youth sports market will reach approximately $114 billion by 2032 (Business Research Insights).
How many kids play youth sports in the United States?
Approximately 27.3 million children ages 6 to 17, or about 54.6 percent, played organized sports in 2022-2023, according to the National Survey of Children’s Health as reported by the Aspen Institute’s Project Play. High school sports participation reached a record 8.26 million athletes in 2024-25, per the NFHS.
Who founded Youth Sports Business Report?
Youth Sports Business Report was founded by Cameron Korab, a sports marketing veteran with more than a decade in the industry and an MBA from Northwestern University’s Kellogg School of Management. Korab also co-founded Vertical Sports, a sports marketing advisory serving brands across youth, college, and pro sports.
What does YSBR cover?
YSBR delivers original reporting and market intelligence on youth sports facilities, youth sports technology, sponsorship and brand partnerships, private equity and venture capital deals, NIL policy, coaching development, equipment and apparel, tournaments and events, and community sports initiatives. Readers include industry executives, investors, facility owners and operators, league administrators, and youth sports parents.
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Hosted by Cameron Korab, founder of Youth Sports Business Report, Jr. Sports Marketing features candid 1-on-1 conversations with the brands, athletes, leagues, and innovators building the future of youth sports. Each episode breaks down how the smartest brands are activating, building equity, and winning with youth sports families. If you’re an operator, founder, investor, or marketer trying to understand where this space is headed, this is your show.
Youth Sports Marketing Questions, Answered
Where can brands sponsor youth sports? Brands can sponsor youth sports through local leagues and clubs, tournaments and events, facilities and complexes, governing bodies, and national platform programs. Sponsoring a child’s own program is the most powerful entry point: 81 percent of parents say it captures their attention, outperforming TV, social media, and pro sports sponsorship, per a 2026 Priority Partnerships study conducted by YouGov Sport.
How much does youth sports sponsorship cost? Youth sports sponsorship costs range from a few thousand dollars for a local league or team sponsorship to six and seven figures for regional facility naming rights and national platform programs. The environment is welcoming at every level: 84 percent of parents hold net positive sentiment toward brands sponsoring youth sports, with negative sentiment under 5 percent, per YouGov Sport research. Most brands start with a pilot activation, measure engagement, then scale.
What is the ROI of youth sports marketing? The data is striking: 80 percent of parents say they would choose the brand that sponsors their child’s youth sports program when comparing two similar products, per a 2026 Priority Partnerships study by YouGov Sport. A 2026 EMARKETER and DICK’S Media survey found 84 percent of sports parents say that role influences their purchase decisions, and 60 percent spend more on game and practice days, driving loyalty across categories from dining to travel to automotive.
Ready to build a youth sports strategy? Vertical Sports is an Advisory+ delivering integrated expertise across all levels of sport. Youth, College, Pro. Every Fan, Every Level. Brands and youth sports organizations can reach the team at info@verticalsports.us.
