DKS announced multi-year partnerships with the Boston Celtics and Red Sox, designating the company as each franchise’s official sporting goods retail partner. The announcement follows the grand opening of Dick’s House of Sport at Prudential Center—an over 100,000-square-foot store in Boston.
The partnership with both franchises includes: Access to tickets and fan experiences, IP rights used in the new House of Sport store and online in the Boston area, signage at TD Garden during certain Celtics home games (includes Dick’s House of Sport logo placement in-arena and courtside LED panels, basket stanchions LED panels and center-hung scoreboard LED rings), and specific signage designation at certain games at Fenway Park ( includes Dick’s House of Sport logo placement at home and away team bullpens and behind home plate in-stadium).
“When you think about sports and Boston, this city has so many iconic teams. The Celtics are Red Sox are among the very best of them,” said Mark Rooks, VP creative, sponsorships and entertainment at Dick’s Sporting Goods. “Having two legendary Boston sports franchises integrated into 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.”
“We are thrilled to partner with Dick’s Sporting Goods,” said Troup Parkinson, EVP 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.”
“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. “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.”
Dick’s will also be the presenting partner of each franchise’s youth initiatives, including the Boston Red Sox’s Kid Nation and the Boston Celtics’ Junior Celtics Academy All Girls Showcases. Courtesy of DKS, each member of Kid Nation will receive a complimentary ticket to a Red Sox game at Fenway Park. The retailer will also be the presenting partner and official equipment provider of Junior Celtics Academy All Girls Showcases, giving girls the opportunity to play basketball.
