New Partnership Makes DICK’S Official Sporting Goods Retail Partner of NCAA

Ccp Dicks Oi Ane

March 8, 2023 — DICK'S Sporting Goods (NYSE: DKS) and the NCAA announced a corporate partnership making DICK'S the official sporting goods retail partner of the NCAA, which includes all 90 of its men's and women's championships. The expansive partnership is the most recent step in a concerted effort by DICK'S Sporting Goods to illustrate the power of sports and the impact they can have.

The partnership tips off with this year's March Madness tournaments, where DICK'S Sporting Goods will activate the sponsorship through media investments, which include courtside signs and exclusive content production, along with access to multiple NCAA championships, reaching millions of fans in person and at home. 

In addition to being the official sporting goods retail partner of all 90 NCAA men's and women's championships, DICK'S will own exclusive category sponsorship rights to select fan events during the Men's and Women's Final Four games, including: 

  • Kids Zone at the Men's Final Four Fan Festival.
  • Women's Final Four open practices.
  • Ferris wheel at Men's Final Four Tip-Off Tailgate.
  • Women's Final Four Mascot University at Tourney Town. 

As an official retail partner, DICK'S Sporting Goods will receive product category exclusive access to official NCAA licensed merchandise for promotional purposes available only to official NCAA Corporate Champions and Partners. CBS Sports and Warner Bros. Discovery Sports jointly manage and collaborate on the NCAA Corporate Champions and Partners Program. DICK'S will also receive category-exclusive rights to NCAA-owned historical championship footage, which will be used to create custom content.

"We are excited to partner with the NCAA in our pursuit to change lives through sport for athletes and fans alike. And what better time to tip off our partnership than during March Madness. We look forward to activating across both the men's and women's basketball tournaments and more broadly across other championships throughout the year," said Ed Plummer, senior vice president and chief marketing officer at DICK'S Sporting Goods.

"We're thrilled to welcome DICK'S Sporting Goods to the NCAA Corporate Champions and Partners Program," said Dan Gavitt, NCAA senior vice president of basketball. "DICK'S Sporting Goods and the NCAA form a wonderful partnership that will help enhance all 90 championships. We look forward to working together on our collective goals, which center around supporting student-athletes and their overall achievements."

"We are proud to welcome DICK'S Sporting Goods to our Corporate Champions and Partners Program as we continue to create more opportunities to engage with and reach fans of the NCAA and March Madness," said Jon Diament, executive vice president, ad sales, at Warner Bros. Discovery. "This retail partnership serves as an excellent addition to our CCP program, a program we've continued to grow over the past 20 years, and we look forward to kicking off this year's tournament together."

"We are excited to add DICK'S Sporting Goods to our roster of NCAA Corporate Partners," said Chris Simko, senior vice president, CBS Sports sales and marketing, Paramount advertising. "DICK'S has long been admired for celebrating all those who participate in sports, from the weekend warriors to the elite performers, and recognizing just how much it means to the athletes and communities in which they live. As the official sporting goods retail partner of all 90 NCAA men's and women's championships, DICK'S will be able to uniquely enhance the student-athlete and fan experience at each of these events throughout the year." 

The partnership tips off during the NCAA Division I Men's Basketball Championship First Four, beginning March 14. For more information on DICK'S Sporting Goods, visit dickssportinggoods.com, and for the latest around March Madness and all of the NCAA's 90 championships, visit ncaa.com. 

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