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DICK’S Sporting Goods Makes Deal With Celtics & Red Sox
May 9, 2024
In a recent announcement, DICK’S Sporting Goods unveiled a multi-year partnership with two esteemed sports teams from Boston: the Celtics and the Red Sox. As part of these agreements, DICK’S will now be recognized as the Official Sporting Goods Retail Partner for both franchises, solidifying its ties within the Boston community.
This news follows closely on the heels of the opening of DICK’S House of Sport at Prudential Center. Spanning over 100,000 square feet, this store offers an extensive array of athletic products and immersive experiences, including a climbing wall, golf bays with TrackMan simulators, and a HitTrax multi-sport cage.
Under the terms of the partnerships, DICK’S will provide access to tickets and exclusive fan experiences for both teams. Furthermore, the brand will enjoy intellectual property rights for usage within its House of Sport store and online platforms in the Boston area. Notably, signage featuring the DICK’S House of Sport logo will be prominently displayed during select Celtics home games at TD Garden and at certain Red Sox games at Fenway Park.
Mark Rooks, VP of creative, sponsorships, and entertainment at DICK’S Sporting Goods, expressed excitement about integrating the legendary Boston sports franchises into the House of Sport concept. Troup Parkinson, EVP of partnerships for the Boston Red Sox, emphasized DICK’S commitment to community engagement, while Ted Dalton, chief partnership officer for the Boston Celtics, highlighted the alignment of DICK’S brand values with those of the Celtics.
Additionally, DICK’S will play a pivotal role in supporting youth initiatives for both teams. This includes partnering with the Boston Red Sox’s Kid Nation program, where members will receive complimentary tickets to Fenway Park games, as well as serving as the presenting partner and Official Equipment Provider for the Boston Celtics’ Junior Celtics Academy All Girls Showcases, promoting basketball participation among young girls.
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