Big 5 Sporting Goods Supports Women's Basketball via DICK'S WNBA Partnership Expansion
- DICK'S Sporting Goods extends its partnership with the WNBA through 2028, emphasizing support for women's sports and basketball.
- The collaboration includes initiatives for the Jr. WNBA to inspire young girls and enhance community engagement in basketball.
- DICK'S aims to boost women's basketball visibility through marketing, merchandise, and programs like It's Her Shot for young athletes.
DICK'S Sporting Goods Expands Commitment to Women's Basketball Through WNBA Partnership
DICK'S Sporting Goods solidifies its dedication to women's sports with a multi-year extension of its partnership with the Women's National Basketball Association (WNBA) through the 2028 season. Initially launched in Fall 2021, this collaboration not only reaffirms DICK'S role as the Official Sporting Goods Retailer and Official Marketing Partner of the WNBA but also enhances its association with individual teams, specifically the Chicago Sky and Minnesota Lynx. This extension marks a significant commitment to elevating women's basketball, emphasizing DICK'S mission to promote female participation in sports.
A key feature of this renewed agreement is the involvement of DICK'S with the Jr. WNBA, which seeks to inspire young girls to engage with basketball in a positive and empowering environment. DICK'S plans to host local youth programming at Jr. WNBA events, fostering a supportive community around the sport. The company’s subsidiary, GameChanger, will serve as the Official Marketing Partner of the WNBA and a Proud Partner of the Jr. WNBA, enhancing the experience for young players and their families with improved access to live streaming, scheduling, and scorekeeping. This initiative reflects a broader strategy to invest in youth sports and cultivate the next generation of female athletes.
Emily Silver, DICK'S Chief Marketing and Athlete Experience Officer, expresses pride in the partnership's extension, highlighting the critical importance of investing in women's sports. WNBA Chief Growth Officer Colie Edison echoes this sentiment, noting DICK'S role in promoting community engagement and youth empowerment through basketball. The partnership will leverage various marketing channels, including in-game presence, social media, and marquee events like the AT&T WNBA All-Star and WNBA Live. Additionally, with over 300 retail locations offering a diverse selection of WNBA merchandise, DICK'S aims to amplify its support for women's basketball and encourage youth participation through initiatives like the It's Her Shot program, which provides free skills clinics and mentorship for girls aged 8-18.
In a broader context, the retail industry faces challenges due to evolving consumer behavior and economic pressures. A recent AlixPartners survey reveals significant disruptions in the e-commerce landscape, especially in categories like sporting goods, which experience a 12% year-over-year decline. Factors such as trade policies and rising import costs prompt consumers to delay purchases or shift toward domestic products. Retailers are responding by tightening delivery and return policies while adapting to changing consumer preferences, indicating a strategic pivot in the industry amidst ongoing market disruptions.