US-based digital sports brand Overtime and Footballco have partnered on a strategic partnership that will provide brands and agencies in the US with unrivalled access to global soccer fans ahead of the 2022 FIFA World Cup.

The partnership will entail both companies being able to include each other’s media in commercial partnerships, creating a market-leading and streamlined global proposition for brands wanting to engage consumers, especially those in the Gen-Z and Gen-A demographic, through soccer.

Footballco’s portfolio of soccer media brands includes global publication, GOAL, and leading local market titles across Europe and the Middle East. Footballco already has a significant presence in the US with GOAL being the most visited soccer website in North America [via similarweb] and is majority owned by US private equity giant TPG. Globally, Footballco has a reach of more than 640 million soccer fans a month, making it the biggest soccer media publisher in the world.

There is no better place to reach sports fans, including Millennials, Gen-Z and Gen-A, on social than Overtime. With over 65 million social media followers and 2.0 billion video views a month, Overtime is the destination for next generation fans looking to consume basketball, football, soccer, lifestyle and more. Overtime is also league owners and operators of two sports leagues, OTE in basketball and OT7 in football.

Juan Delgado, CEO of Footballco said: “The growth of soccer in North America has been staggering, especially with Gen-Z and Gen-A, and Overtime has shown themselves to be pioneers in engaging this sizable and growing young soccer-loving demographic.

“With GOAL already having a dominant position in the US, together with Overtime we’re looking forward to providing brands with the ability to reach even more fans, offer unrivalled access to young audiences and streamline how brands activate in the global soccer space.”

Rich Calacci, Chief Revenue Officer of Overtime said: “Soccer is now the 4th most popular sport in the US and the second most popular among next generation fans. Partnering with Footballco ahead of this year’s World Cup, and the 2026 World Cup, is an unprecedented opportunity to partner with brands to bring the game closer to audiences, growing fanhood to new heights.”


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