DICK'S Sporting Goods Partners with Texas Longhorns as Official Retailer

DICK'S Sporting Goods, a leader in the sporting goods retail industry, has recently entered into an exciting and exclusive multi-year sponsorship with The University of Texas at Austin Athletics. This new agreement positions DICK'S as the "Official Sporting Goods Retailer of the Texas Longhorns." This partnership is not just a branding exercise; it encompasses various promotional activities aimed at engaging fans and supporting student-athlete initiatives.

The Scope of the Sponsorship

The collaboration is set to include the use of the legendary Texas Longhorns logo in DICK'S marketing campaigns, providing a cohesive visual representation of the sponsorship. This is further enhanced by student-athlete influencer marketing opportunities via name, image, and likeness (NIL) collaborations. Through these initiatives, student-athletes will have the chance to engage with fans via social media and special appearances in stores, effectively serving as brand ambassadors for DICK'S.

Mark Rooks, the VP of Creative, Entertainment & Sponsorships at DICK'S Sporting Goods, expressed enthusiasm for the partnership. He noted, "Austin is home to one of the best fan bases and some of the most elite athletes in the country. We're eager to make significant connections within this vibrant community and celebrate alongside Longhorn Nation."

The agreement also allows Longhorn student-athletes from diverse sports programs to showcase DICK'S brand through various marketing campaigns and engagements with fans, which includes unique content creation for platforms like the Longhorn Network (LHN).

Game Day Activations and Community Engagement

As part of this collaboration, DICK'S will serve as a game sponsor for multiple Longhorns women's and men's sports, including basketball, baseball, softball, and volleyball during the 2024-25 athletics year and beyond. The partnership is particularly significant during Texas Football home games, where DICK'S takes on the role of presenting sponsor for "Hook 'Em Herd." This engaging pre-game event allows young fans to run the length of the iconic Campbell-Williams Field in front of an audience of over 100,000 fans, thereby inspiring the next generation of athletes.

Activations that take place on-site during Texas Football game days will enable DICK'S to connect with both students and fans at Bevo Blvd. Furthermore, DICK'S will be the presenting sponsor for Texas Football Coaches' Clinics aimed at high school coaches across the state, emphasizing the company's commitment to fostering sports at all levels.

A Win-Win for DICK'S and Texas Athletics

Drew Martin, executive senior associate athletics director, highlighted that DICK'S is a well-respected sporting goods retailer, known for its innovative merchandising and marketing strategies tailored to collegiate athletics. He stated, "Now through this sponsorship with The University of Texas, we are excited to enhance that relationship and deliver more Longhorns-branded products to our fan base locally and throughout Texas."

This collaboration is more than a simple business partnership; it represents a shared vision between DICK'S Sporting Goods and The University of Texas to empower athletes, engage fans, and build community relationships. Lucas Motta, Vice President and General Manager of Longhorn Sports Properties, expressed that DICK'S vision for leveraging the power of sports across multiple platforms is a model for maximizing sponsorship impact.

About DICK'S Sporting Goods

Founded in 1948 and headquartered in Pittsburgh, DICK'S Sporting Goods operates over 850 stores nationwide and has made a name for itself in both retail and community engagement. The company is dedicated to supporting youth sports through its foundation, which has contributed millions to under-resourced teams via the Sports Matter program. In an era where sports can transform lives, DICK'S commitment to athletic empowerment drives its operational philosophy.

Looking Ahead

The partnership with the Texas Longhorns offers an incredible opportunity for DICK'S Sporting Goods to further strengthen its brand presence, champion youth sports, and foster a deeper connection with the local community and fan base. By investing in both the athletes and the upcoming stars of tomorrow, DICK'S is poised to make a lasting impact on Texas athletics and beyond.