Dick's partners with Boston Red Sox, Celtics
Dick’s Sporting Goods is going all-in in Boston.
The Pittsburgh-based retailer has entered into partnerships to become the official sporting goods retail partner of two legendary sports franchises: the Boston Red Sox and Boston Celtics. The multi-year deals with both teams include access to tickets and unique fan experiences, as well as IP rights to be used in the new Dick's House of Sport store, which recently opened at the Prudential Center in Boston.
Additionally, signage at TD Garden in Boston during certain Celtics home games will include Dick’s House of Sport logo placement in the arena in the form of court side LED panels, basket stanchions LED panels and center-hung scoreboard LED rings. Specific signage designation at certain games at Boston' Fenway Park will include House of Sport logo placement at both home and away team bullpens, and behind home plate in-stadium.
Also, Dick’s will also serve as the presenting partner of each franchise's youth initiatives, which includes the Boston Red Sox's Kid Nation and the Boston Celtics' Junior Celtics Academy All Girls Showcases. Courtesy of the retailer, each member of Kid Nation will receive a complimentary ticket to a Red Sox game at Fenway Park, giving many kids the opportunity to attend their first-ever Red Sox game. Dick’s will also serve as the presenting partner and Official Equipment Provider of Junior Celtics Academy All Girls Showcases, providing young girls the opportunity to play basketball.
"When you think about sports and Boston, this city has so many iconic teams," said Mark Rooks, VP of creative, sponsorships and entertainment at Dick’s Sporting Goods. "The Celtics and Red Sox are among the very best of them. 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."
At more than 100,000 sq. ft., the new House of Sport is designed to “explore the future of retail,” the company said, combining an "incredible" assortment of products along with in-store experiences that include a climbing wall, multiple golf bays with TrackMan simulators, and a HitTrax multi-sport cage.
"We are thrilled to partner with Dick's Sporting Goods," added Troup Parkinson, executive VP of partnerships for the Boston Red Sox. "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."
Founded in 1948, the retailer operates more than 850 Dick’s Sporting Goods, Golf Galaxy, Public Lands, Going Going Gone! and Warehouse Sale stores.