Dick’s Sporting Goods Secures Multi-Year Partnerships with Boston Celtics and Red Sox
Dick’s Sporting Goods has solidified its connection with the Boston sports scene by announcing multi-year partnerships with two of the city’s most iconic teams: the Celtics and the Red Sox. As the newly designated official sporting goods retail partner for both franchises, Dick’s Sporting Goods is set to enhance its brand presence and engagement within the community.
This announcement follows the recent opening of Dick’s House of Sport at the Prudential Center in Boston, a sprawling 100,000 square-foot venue that epitomizes the future of sports retail. The store features a range of interactive experiences, such as a climbing wall, golf bays equipped with TrackMan simulators, and a HitTrax multi-sport cage, aiming to offer a unique shopping experience that goes beyond traditional retail.
Mark Rooks, VP of Creative, Sponsorships, and Entertainment at Dick’s Sporting Goods, expressed his excitement about the partnerships. “When you think about sports and Boston, this city has so many iconic teams. The Celtics and Red Sox are among the very best of them,” he said told Yahoo. Rooks emphasized the natural synergy between the Boston sports icons and the new House of Sport, noting, “Having two legendary Boston sports franchises integrated in what we are doing at House of Sport at Prudential Center and becoming the Official Sporting Goods Retail Partner of both teams makes so much sense and is a huge thrill. We’re looking forward to what we can create together for the incredible fans in Boston.”
The partnerships will provide Dick’s with special access to team tickets, unique fan experiences, and intellectual property rights for branding and promotions in their House of Sport store and online within the Boston area. Additionally, Dick’s branding will be visible in prominent sports venues, including TD Garden and Fenway Park.
Troup Parkinson, EVP of Partnerships for the Boston Red Sox, praised the collaboration, stating, “Their commitment to fostering lasting relationships at the community level, and their proven track record of supporting and growing sports and recreation is exactly what we envisioned for the Official Sporting Goods Retail Partner of the Boston Red Sox.”
Echoing these sentiments, Ted Dalton, Boston Celtics Chief Partnership Officer, highlighted the alignment of values between the Celtics and Dick’s Sporting Goods. “Dick’s Sporting Goods, the premiere sporting goods retailer in the United States, has consistently upheld their commitment to support athletics at local community levels,” Dalton remarked. “As a brand that aligns with our core Celtics values, we are pleased to have the opportunity to collaborate with them on similar initiatives going forward, and we are proud to call them our Official Sporting Goods Retail Partner.”
In addition to these strategic alliances, Dick’s Sporting Goods will also serve as the presenting partner for the youth initiatives of each team, including the Boston Red Sox’s Kid Nation and the Boston Celtics’ Junior Celtics Academy All Girls Showcases. The partnership promises to enhance the sporting experiences for young fans, with Dick’s providing complimentary tickets and supporting equipment for these programs, thereby nurturing the next generation of athletes in Boston.