For her, working with Overtime, a brand that sponsors hundreds of athletes worldwide, was quite the change in perspective: “I work with a lot of NIL deals so I see that perspective. ![]() Hiltunen is one of Princeton’s most active athletes in the Name, Image, and Likeness (NIL) space. All those different aspects that go into branding,” she told the ‘Prince.’ She also conducted competitive analyses for Overtime’s brand team and spearheaded various website redesign projects. “I was in a lot of those calls discussing branding: for the ring, or the locker rooms, or the walkout. Much of Hiltunen’s work over the summer was dedicated to optimizing branding and marketing for OTX, which held its first event in August. They also launched the nation’s first professional basketball league for high schoolers and international players ages 16–19, as well as a low-contact football league and the recently launched Overtime Boxing (OTX). Since its founding in 2016 by Princeton alum Dan Porter ’88, Overtime has amassed 8.5 million followers on Instagram and over three million subscribers on YouTube. “It was really interesting to see the other side of things … the platforms they’ve built, especially around basketball, are incredible,” she told the Daily Princetonian. Senior women’s soccer forward Alexis Hiltunen ’24 spent her summer interning for sports media titan Overtime, where she joined her love for sports and aptitude for brand work as a sales and marketing assistant.Īs an athlete herself, Hiltunen reveled in the opportunity to work behind the scenes at a staple of modern sports culture.
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