How Short Video Platforms Amplify the Brand Communication Effect of Youth Basketball Leagues A Cross-Platform Observation with Overtime Elite as a Case Study

In the era of digital media, short video platforms have emerged as dominant channels for sports communication and brand engagement. This paper investigates how short-form video content amplifies the brand communication effect of youth basketball leagues, with a focus on Overtime Elite (OTE) as a representative case. Founded in 2021, OTE has rapidly built its reputation by leveraging platforms like TikTok, YouTube Shorts, and Instagram Reels to share viral highlights, behind-the-scenes footage, and meme-based content that resonates with Generation Z audiences. Through cross-platform observation and content analysis, this study explores how OTEs media strategy enhances sponsor exposure, drives fan engagement, and contributes to player development and recruitment. The paper also examines the challenges OTE faces in international expansion and audience diversification. It concludes that short video content not only democratizes visibility for young athletes but also builds a new ecosystem of sports branding driven by entertainment, interaction, and social virality. The findings offer practical insights for emerging leagues and organizations looking to expand through digital-first strategies, particularly in the Asian market.