Viewers might also see the dining area, splashed with Gatorade logos, the basket stanchions wrapped in State Farm’s logo, the winter dunk competition that was broadcast in virtual reality within Meta Quest, Facebook’s virtual-reality headsets, and the Topps trading cards with players’ images. They are the result of “brand partnerships” Leavitt helped orchestrate that he called multiyear, multimillion-dollar deals. “We make money the same way other sports leagues do — we build a robust sponsorship pipeline, group licensing around trading cards and more,” Porter said. “We also build media rights and grow those over time starting with an already engaged Overtime audience.”