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Dick's Sporting Goods announces multi-year partnerships with the Celtics and Red Sox

By Vivian Hendriksz


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Dick's Sporting Goods Store Credits: Image: Dick's Sporting Goods

Dick’s Sporting Goods has partnered with two iconic sports teams in Boston, the Celtics and Red Sox. Signing two multi-year partnerships, Dick’s Sporting Goods is the official sporting goods retail partner for each team franchise.

Strengthening the bond between the sportswear retailer and the Boston community, news of the partnerships comes shortly after the opening of Dick’s House of Sport at Prudential Center, Boston. Spanning more than 100,000 square feet, the new store aims to push the boundaries of the future of retail by providing a series of in-store experiences including a climbing wall, multiple golf bays with TrackMan simulators, and a HitTrax multi-sport cage alongside its broad product assortment.

“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,” said Mark Rooks, VP creative, sponsorships and entertainment at Dick’s Sporting Goods, in a statement. "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."

Dick’s partnership with both franchises includes special access to tickets, unique fan experiences, and intellectual property rights for use in their new House of Sport store and online in the Boston area. Additionally, the partnership includes Dick’s House of Sport logo placements at TD Garden and Fenway Park.

"We are thrilled to partner with Dick’s Sporting Goods," said Troup Parkinson, EVP of partnerships for the Boston Red Sox, in a statement. "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."

"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," said Ted Dalton, Boston Celtics chief partnership officer, in a statement. "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."

The sportswear retailer will serve as the presenting partner for the youth initiatives of each franchise, including the Boston Red Sox's Kid Nation and the Boston Celtics' Junior Celtics Academy All Girls Showcases. As part of their sponsorship, Dick’s will provide each Kid Nation member with a complimentary ticket to a Red Sox game at Fenway Park, granting many children their first experience at a live Red Sox game.

In addition, Dick’s will also act as the presenting partner and Official Equipment Provider for the Junior Celtics Academy All Girls Showcases, enhancing access to basketball for young girls.

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