Overtime | OT7 Season 5
Categories
Strategy | Creative | Activation | Sponsorships
Client
Overtime
Project
OT7 Season 5
Services
Strategy | Creative | Fabrication | Activation | Sponsorships
Year
2026
OT7 Season 5
Lead Agency for Overtime’s flagship football property
For Season 5 of OT7, Tiebreaker served as the end-to-end experiential partner responsible for bringing the league’s physical environment to life across both the five-week regular season in Dallas and the Championship in Los Angeles.
Our mandate went far beyond event production. We managed the entire lifecycle of the experience, from initial strategy and creative development through design, fabrication, technical production, logistics, on-site operations and final storage.
THE OPPORTUNITY
OT7 is built differently from a traditional sporting event. The environment needs to work simultaneously as a competition venue, broadcast set, content engine, fan experience and sponsorship platform.
For Season 5, the challenge was to create a cohesive physical experience that could perform across five consecutive weeks in Dallas, accommodate a growing roster of brand partners, withstand the demands of live event operations and then transition to Los Angeles for the Championship.
Every element needed to feel distinctly OT7 while remaining flexible enough to integrate sponsors without compromising the overall brand.
OUR ROLE
Tiebreaker led the program from concept through execution, overseeing:
Strategy & Creative
We helped define the overall experience and identify how each physical asset could contribute to the athlete experience, fan journey, broadcast presentation, content capture and commercial platform.
Design & 3D Visualization
Every major environment was developed through detailed creative design and 3D rendering, allowing Overtime and its partners to visualize, refine and approve the experience before production began.
Fabrication & Production
We managed the fabrication of the physical assets and environments that transformed each venue into OT7, coordinating closely across scenic, structural, branded and technical production.
AV & Technical Integration
From LED to lighting and other technical elements, we oversaw the systems required to make the environment dynamic on-site and impactful on camera.
Shipping & Logistics
We coordinated the movement of a large inventory of custom assets into Dallas, between program phases and ultimately to Los Angeles for the Championship.
Installation & On-Site Asset Management
Across five weeks of regular-season play, our team managed installation, maintenance, resets and day-to-day asset needs to ensure the experience remained show-ready throughout the program.
Dismantle, Storage & Championship Transition
Following the Dallas regular season, we led dismantle and inventory management, coordinated temporary storage, and prepared the full asset package for its next deployment.
For Championship week in Los Angeles, we did it all again, adapting the experience to a new venue while maintaining the consistency and quality of the OT7 environment.
TURNING THE VENUE INTO A SPONSORSHIP PLATFORM
A major part of our role was helping Overtime translate sponsorship commitments into physical experiences that felt native to OT7.
We led the on-site integration of partners including Jolly Rancher, adidas, Gatorade, Subway, State Farm and more, developing branded moments across the venue while ensuring every execution still felt part of one connected OT7 world.
Rather than treating sponsorship as an additional layer of signage, we approached each integration as part of the experience itself, considering how it would appear to fans in attendance, athletes on-site, social audiences and viewers watching the broadcast.
ONE SYSTEM. TWO CITIES. SIX WEEKS.
Season 5 required a production model capable of operating continuously across five weeks in Dallas before being dismantled, stored, transported and rebuilt for the Championship in Los Angeles.
By managing the program through one integrated team, Tiebreaker maintained continuity from the earliest creative conversations through the final load-out.
The result was a physical platform designed to work as hard as the property itself: part sporting venue, part broadcast environment, part content studio, part fan experience and part sponsorship engine.
Five weeks in Dallas. One Championship week in Los Angeles. One end-to-end partner managing it all.
OT7 Season 5
Lead Agency for Overtime’s flagship football property
For Season 5 of OT7, Tiebreaker served as the end-to-end experiential partner responsible for bringing the league’s physical environment to life across both the five-week regular season in Dallas and the Championship in Los Angeles.
Our mandate went far beyond event production. We managed the entire lifecycle of the experience, from initial strategy and creative development through design, fabrication, technical production, logistics, on-site operations and final storage.
THE OPPORTUNITY
OT7 is built differently from a traditional sporting event. The environment needs to work simultaneously as a competition venue, broadcast set, content engine, fan experience and sponsorship platform.
For Season 5, the challenge was to create a cohesive physical experience that could perform across five consecutive weeks in Dallas, accommodate a growing roster of brand partners, withstand the demands of live event operations and then transition to Los Angeles for the Championship.
Every element needed to feel distinctly OT7 while remaining flexible enough to integrate sponsors without compromising the overall brand.
OUR ROLE
Tiebreaker led the program from concept through execution, overseeing:
Strategy & Creative
We helped define the overall experience and identify how each physical asset could contribute to the athlete experience, fan journey, broadcast presentation, content capture and commercial platform.
Design & 3D Visualization
Every major environment was developed through detailed creative design and 3D rendering, allowing Overtime and its partners to visualize, refine and approve the experience before production began.
Fabrication & Production
We managed the fabrication of the physical assets and environments that transformed each venue into OT7, coordinating closely across scenic, structural, branded and technical production.
AV & Technical Integration
From LED to lighting and other technical elements, we oversaw the systems required to make the environment dynamic on-site and impactful on camera.
Shipping & Logistics
We coordinated the movement of a large inventory of custom assets into Dallas, between program phases and ultimately to Los Angeles for the Championship.
Installation & On-Site Asset Management
Across five weeks of regular-season play, our team managed installation, maintenance, resets and day-to-day asset needs to ensure the experience remained show-ready throughout the program.
Dismantle, Storage & Championship Transition
Following the Dallas regular season, we led dismantle and inventory management, coordinated temporary storage, and prepared the full asset package for its next deployment.
For Championship week in Los Angeles, we did it all again, adapting the experience to a new venue while maintaining the consistency and quality of the OT7 environment.
TURNING THE VENUE INTO A SPONSORSHIP PLATFORM
A major part of our role was helping Overtime translate sponsorship commitments into physical experiences that felt native to OT7.
We led the on-site integration of partners including Jolly Rancher, adidas, Gatorade, Subway, State Farm and more, developing branded moments across the venue while ensuring every execution still felt part of one connected OT7 world.
Rather than treating sponsorship as an additional layer of signage, we approached each integration as part of the experience itself, considering how it would appear to fans in attendance, athletes on-site, social audiences and viewers watching the broadcast.
ONE SYSTEM. TWO CITIES. SIX WEEKS.
Season 5 required a production model capable of operating continuously across five weeks in Dallas before being dismantled, stored, transported and rebuilt for the Championship in Los Angeles.
By managing the program through one integrated team, Tiebreaker maintained continuity from the earliest creative conversations through the final load-out.
The result was a physical platform designed to work as hard as the property itself: part sporting venue, part broadcast environment, part content studio, part fan experience and part sponsorship engine.
Five weeks in Dallas. One Championship week in Los Angeles. One end-to-end partner managing it all.
Jolly Rancher Foam Pit:
Gatorade Activation:
Adidas Player Lounge:
Subway Throne:
State Farm QB Showdown
Quick Release QB Challenge:
Easy / Medium / Impossible QB Challenge:
Buckets / Skee-Ball QB Challenge:
Shatter / Target QB Challenge:
Custom Moving Golf Cart Accuracy Challenge:
Player Tunnel:
Podcast Zone:
Subway Scores Activation:
Marquee LED:
DJ Booth + Sideline LED:
Sideline LEDs:
Championship Bracket:
Jolly Rancher Foam Pit:
Gatorade Activation:
Adidas Player Lounge:
Subway Throne:
State Farm QB Showdown
Quick Release QB Challenge:
Easy / Medium / Impossible QB Challenge:
Buckets / Skee-Ball QB Challenge:
Shatter / Target QB Challenge:
Custom Moving Golf Cart Accuracy Challenge:
Player Tunnel:
Podcast Zone:
Subway Scores Activation:
Marquee LED:
DJ Booth + Sideline LED:
Sideline LEDs:
Championship Bracket:
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