DICK'S Sporting Goods Extends Partnership with University of Tennessee Athletics in Multi-Year Deal
DICK'S Sporting Goods (NYSE:DKS) and the University of Tennessee athletics have extended their partnership in a multi-year deal. The partnership, which began in Fall 2021, will continue with DICK'S remaining a Proud Partner of the Tennessee Volunteers. Key aspects of the partnership include:
- Presenting Partner of Youth Sports Day and the annual Tennessee Football's Spring Coaches Clinic
- Presence at Volunteer Village during select games and hosting on-site activations
- Hosting events, camps, and clinics with university coaches and athletes at DICK'S House of Sport in Knoxville
- Presenting Sponsor of football and baseball uniform reveals
- Displaying football uniforms at DICK'S House of Sport Knoxville
The partnership aims to engage with the local community and support the Vols fanbase. The contract extension was secured by The Vol Network and Learfield team.
DICK'S Sporting Goods (NYSE:DKS) e l'atletica universitaria del Tennessee hanno rinnovato la loro partnership con un accordo pluriennale. La collaborazione, iniziata nell'autunno del 2021, continuerà con DICK'S che rimarrà un Orgoglioso Partner dei Tennessee Volunteers. I principali aspetti della partnership includono:
- Partner Presentatore della Giornata dello Sport Giovanile e dell'annuale Clinica per Allenatori di Football Primaverile del Tennessee
- Presenza nel Volunteer Village durante alcune partite e organizzazione di attivazioni sul posto
- Organizzazione di eventi, camp e cliniche con i coach e gli atleti universitari presso il DICK'S House of Sport a Knoxville
- Sponsor Presentatore delle presentazioni delle divise di football e baseball
- Esposizione delle divise di football presso il DICK'S House of Sport di Knoxville
La partnership mira a coinvolgere la comunità locale e a sostenere il fanbase dei Vols. L'estensione del contratto è stata assicurata dal team di The Vol Network e Learfield.
DICK'S Sporting Goods (NYSE:DKS) y el atletismo de la Universidad de Tennessee han renovado su asociación con un acuerdo de varios años. La colaboración, que comenzó en otoño de 2021, continuará con DICK'S como Orgulloso Socio de los Tennessee Volunteers. Los aspectos clave de la asociación incluyen:
- Socio Presentador del Día del Deporte Juvenil y la Clínica Anual de Entrenadores de Fútbol Primavera de Tennessee
- Presencia en Volunteer Village durante ciertos partidos y organización de activaciones in situ
- Organización de eventos, campamentos y clínicas con entrenadores y atletas universitarios en el DICK'S House of Sport en Knoxville
- Sponsor Presentador de las revelaciones de uniformes de fútbol y béisbol
- Exhibición de uniformes de fútbol en el DICK'S House of Sport de Knoxville
La asociación tiene como objetivo involucrar a la comunidad local y apoyar a la base de aficionados de los Vols. La extensión del contrato fue asegurada por el equipo de The Vol Network y Learfield.
DICK'S Sporting Goods (NYSE:DKS)와 테네시 대학교 체육부가 파트너십을 연장했습니다. 이 협력은 2021년 가을에 시작되었으며, DICK'S는 테네시 자원봉사자들의 자랑스러운 파트너로 계속 남게 됩니다. 파트너십의 주요 내용은 다음과 같습니다:
- 청소년 스포츠의 날 및 테네시 풋볼 스프링 코치 클리닉의 발표 파트너
- 특정 경기 동안 자원봉사자 마을에서의 존재 및 현장 활성화 주최
- DICK'S House of Sport에서 대학 코치 및 운동선수와 함께하는 이벤트, 캠프 및 클리닉 주최 (Knoxville)
- 풋볼 및 야구 유니폼 공개의 발표 스폰서
- DICK'S House of Sport Knoxville에서 풋볼 유니폼 전시
이번 파트너십은 지역 사회와의 연계를 강화하고 Vols 팬층을 지원하는 것을 목표로 합니다. 계약 연장은 The Vol Network 및 Learfield 팀에 의해 확보되었습니다.
DICK'S Sporting Goods (NYSE:DKS) et le département d'athlétisme de l'Université du Tennessee ont étendu leur partenariat dans le cadre d'un contrat pluriannuel. Le partenariat, qui a débuté à l'automne 2021, continuera avec DICK'S restant un Partenaire Fier des Tennessee Volunteers. Les principaux aspects de ce partenariat incluent :
- Partenaire Présentateur de la Journée du Sport Jeunesse et de la Clinique Annuelle des Entraîneurs de Football Printemps du Tennessee
- Présence au Volunteer Village lors de certains matchs et organisation d'activations sur site
- Organisation d'événements, de camps et de cliniques avec des entraîneurs et des athlètes universitaires au DICK'S House of Sport à Knoxville
- Sponsor Présentateur des révélations de uniformes de football et de baseball
- Affichage des uniformes de football au DICK'S House of Sport de Knoxville
Ce partenariat vise à s'engager avec la communauté locale et à soutenir la base de fans des Vols. La prolongation du contrat a été sécurisée par l'équipe de The Vol Network et Learfield.
DICK'S Sporting Goods (NYSE:DKS) und die Leichtathletik der University of Tennessee haben ihre Partnerschaft verlängert mit einem Mehrjahresvertrag. Die Partnerschaft, die im Herbst 2021 begann, wird fortgesetzt, wobei DICK'S ein Stolzer Partner der Tennessee Volunteers bleibt. Wichtige Aspekte der Partnerschaft sind:
- Präsentierender Partner des Jugend-Sporttags und der jährlichen Frühjahrs-Coaches-Klinik für Football in Tennessee
- Präsenz im Volunteer Village während ausgewählter Spiele und Durchführung von Aktivitäten vor Ort
- Ausrichtung von Veranstaltungen, Camps und Kliniken mit Universitätscoaches und -sportlern im DICK'S House of Sport in Knoxville
- Präsentierender Sponsor der Enthüllung von Football- und Baseball-Uniformen
- Ausstellung von Football-Uniformen im DICK'S House of Sport in Knoxville
Die Partnerschaft zielt darauf ab, mit der lokalen Gemeinschaft in Kontakt zu treten und die Fanbasis der Vols zu unterstützen. Die Vertragsverlängerung wurde vom Team der Vol Network und Learfield gesichert.
- Extended partnership with a major university athletics program
- Continued brand exposure through various sporting events and activities
- Engagement opportunities with local community and fanbase
- Potential for increased foot traffic and sales at DICK'S House of Sport in Knoxville
- None.
Insights
The partnership extension between DICK'S Sporting Goods and the University of Tennessee athletics is a strategic move that reinforces DKS's brand presence in a key market. While not directly impacting financials, it's a long-term play for customer acquisition and loyalty.
This deal targets the passionate Volunteers fanbase, providing multiple touchpoints through youth sports events, game-day activations and exclusive experiences at the DICK'S House of Sport in Knoxville. The
The partnership aligns with DKS's broader strategy of creating experiential retail and engaging with local communities. While the financial terms aren't disclosed, such deals typically involve moderate investments that can yield significant returns through increased brand affinity and customer lifetime value.
For investors, this represents a continued commitment to market penetration and brand building, which could translate to sustained growth in a competitive retail landscape.
This partnership extension demonstrates DICK'S Sporting Goods' commitment to a localized marketing strategy, which is important in the current retail environment. By deeply embedding itself in the University of Tennessee community, DKS is creating emotional connections with consumers that can lead to brand loyalty and repeat purchases.
The focus on youth sports and coaching clinics is particularly savvy, as it positions DKS as a supporter of grassroots athletics. This not only enhances community goodwill but also cultivates future customers. The integration of the DICK'S House of Sport concept into the partnership showcases the company's innovative retail format, which could be a differentiator in the competitive sporting goods market.
While the immediate financial impact may be , this type of partnership can drive long-term value through increased market share and customer retention in a key geographic area. It's a textbook example of how retailers can leverage experiential marketing to combat e-commerce pressures and create reasons for customers to visit physical stores.
Through this deal, DICK'S will remain a Proud Partner of the Tennessee Volunteers, and will continue to engage with the local community and support the passionate Vols fanbase by:
- Continuing as the Presenting Partner of Youth Sports Day at
Tennessee for youth players, coaches and families, and the annual Tennessee Football's Spring Coaches Clinic for middle and high school coaches. - Having a presence at Volunteer Village during select football games, along with hosting on-site activations at select men's and women's basketball, baseball and softball games.
- Hosting special events, camps and clinics with University of
Tennessee coaches and athletes at DICK'S House of Sport store inKnoxville . - Giving one lucky youth fan a chance to say one of the most famous words in baseball and softball, "Play Ball," at the top of each home game and receive a gift card from DICK'S House of Sport.
DICK'S also will continue serving as the Presenting Sponsor of the university's football and baseball uniform reveals, which takes place weekly on Instagram and drives fan excitement. Following each football reveal, the uniforms will be on display at DICK'S House of Sport Knoxville, an approximately 100,000+ square feet store that provides athletes with an incredible assortment of products along with in-store experiences including a climbing wall, multiple golf bays with Trackman simulators, and a multi-sport cage.
"The enthusiasm and dedication of the Volunteers' fanbase is always energizing and we're thrilled to be a part of this community in
"We're excited to announce the extension of our partnership with DICK'S Sporting Goods and DICK'S House of Sport," said Steve Early, Vol Network Vice President and General Manager. "Over the past three years this partnership has given all of us the opportunity to work together in fun and exciting ways and engage fans across Big Orange Country. We look forward to building on this momentum for years to come."
The contract extension with DICK'S Sporting Goods and University of Tennessee Athletics was secured on behalf of the university by The Vol Network, Tennessee Athletics' multimedia rightsholder, and the locally based Learfield team, the leading media and technology company powering college athletics.
About DICK'S Sporting Goods
DICK'S Sporting Goods (NYSE: DKS) creates confidence and excitement by inspiring, supporting and personally equipping all athletes to achieve their dreams. Founded in 1948 and headquartered in
Driven by its belief that sports have the power to change lives, DICK'S has been a longtime champion for youth sports and, together with its Foundation, has donated millions of dollars to support under-resourced teams and athletes through the Sports Matter program and other community-based initiatives. Additional information about DICK'S business, corporate giving, sustainability efforts and employment opportunities can be found on dicks.com, investors.dicks.com, sportsmatter.org, dickssportinggoods.jobs and on Instagram, TikTok, Facebook and X.
About the University of
Founded Sept. 10, 1794, in
About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.
Media Contact
DICK'S Sporting Goods – press@dcsg.com
Category: Company
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