Overtime introduced custom uniforms for OTE’s NYC-based basketball team, JellyFam, as the OTE Playoffs tipped off in February. A limited-edition collection of hoodies, shirts, shorts and pajama pants will launch in April.

License Global

March 11, 2024

2 Min Read
JellyFam “SpongeBob SquarePants” apparel, Overtime, The Brand Liaison
JellyFam “SpongeBob SquarePants” apparel Overtime, The Brand Liaison

Overtime has announce a partnership with Paramount’s Nickelodeon and “SpongeBob SquarePants.” The collaboration will see a fusion of sports and animation, through merchandise, activations and social content.

Overtime introduced custom co-branded uniforms for OTE’s NYC-based basketball team, JellyFam, as the OTE Playoffs tipped off in February. Costumed characters SpongeBob and his best pal, Patrick Star, made a special appearance at Overtime’s Atlanta-based OTE Arena, which was wrapped with “SpongeBob SquarePants” animation.

Fans will have the opportunity to own a piece of the collaboration through co-branded merchandise launching on Shop.overtime.tv in late April. The limited-edition collection of hoodies, shirts, shorts and pajama pants will not only celebrate the partnership between Overtime and SpongeBob SquarePants but will also be worn by Overtime’s athletes and influencers.

“We are incredibly excited to partner with Paramount’s Nickelodeon to bring this unique collaboration to life in celebration of 25 years of ‘SpongeBob SquarePants,’” says Tyler Rutstein, chief brand officer, Overtime. “With custom uniforms for JellyFam, appearances from costumed characters SpongeBob and Patrick, full social media integration and exclusive merchandise, we’re bringing together the worlds of sports and animation in a unique way. This is just the beginning of an exciting journey, and we can’t wait for fans to get a piece of the fun.”

Related:The Brand Liaison to Lead Overtime Licensing Program

“Bringing SpongeBob’s joy and positivity to Overtime’s millions of fans is the perfect way to celebrate the 25th anniversary of this incredible animated series that continues to be a worldwide phenomenon,” says Jose Castro, executive vice president, consumer products and experiences, Paramount. “This limited-edition collection generates some of that classic SpongeBob energy, both on and off the court.” 

Overtime recently broke through the 100 million follower and three billion monthly view marks and continues to focus on key categories including fashion and performance apparel, accessories, HBA/body sprays, throws and kinesiology tape.

Overtime is represented by The Brand Liaison for licensing and collaboration partnerships and is currently booking meetings for Licensing Expo in May.

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License Global

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