Dick’s Sporting Goods unveiled one of its first nationwide promotions with Major League Soccer as part of a marketing deal struck this spring.
The back-to-school promotion pairs about 50 disadvantaged kids with MLS players on soccer shopping sprees at Dick’s store nationwide this month. All of the participating children will be given a complimentary Dick’s Sporting Goods gift card and then accompanied through the store by the players who will help them pick out merchandise to purchase with that gift card. Players from the Colorado Rapids, Columbus Crew, Chicago Fire, D.C. United, F.C. Dallas, Kansas City Wizards, New England Revolution, Red Bull New York and Real Salt Lake.
“The announcement of our alliance with Major League Soccer earlier this year was an illustration of the commitment Dick’s Sporting Goods has made to the sport of soccer in the United States,” said Jeffrey R. Hennion, EVP and chief marketing officer of Dick’s Sporting Goods. “However, just as important to our company is our commitment to the communities in which we do business so we are extremely proud to be hosting these shopping events with MLS and its teams.”
The participating children will be representing local youth charity organizations selected in combination by the teams and Dick’s Sporting Goods Community Marketing Team.
