In a strategic push to broaden its advertising horizons, Dick’s Sporting Goods is actively courting various brands, including those within the consumer packaged goods, quick-service restaurants, and automobile sectors, to promote their businesses through its in-store and digital platforms. At an advertising event in New York City last week, David Young, Vice President of Dick’s Media, highlighted the retailer’s pivotal role in youth sports to attract potential advertisers.
Diverse Audience Reach Across Major Brands
David Young engaged with advertisers during the Ascendant Network’s Showcase, a prominent mall for commerce media networks, ad agencies, and brand marketers. He emphasised that Dick’s Sporting Goods, along with affiliated brands like Golf Galaxy, Champs, and the youth-focused GameChanger app, collectively reach an audience of 70 million consumers. Beyond its traditional big-box establishments, the GameChanger app serves 9 million users annually and Dick’s House of Sports locations feature unique attractions like climbing walls and batting cages.
Appeal to a Range of Sectors
While Dick’s has longstanding relationships with well-known brands such as Adidas and Under Armour, Young sees further opportunities with entities like restaurants or car dealerships, as these could naturally complement the shopping journey of Dick’s consumers. In-store promotions at Dick’s include promotional campaigns on digital screens and in-store audio, providing multiple touchpoints for advertisers.
“We aim to offer more opportunities for more advertisers to reach families actively involved in sports,” Young explained, citing the existing billions of customer interactions within their networks.
The Influence of Youth Sports
A significant portion of Dick’s audience consists of families involved in youth sports, as highlighted by recent research showing 63% of U.S. parents have children in sports, with 84% of these parents acknowledging its impact on their purchasing choices. This demographic is particularly appealing for sectors like quick-service restaurants, CPG brands, and automotive companies.
Youth sports is more than a cultural phenomenon; it is deeply woven into family lifestyles. Young shared from his personal experiences, describing how typical family decisions, from vehicle choices to meal locations, are often influenced by their connection to youth sports.
The Growing Market of Youth Sports
As advertisers traditionally engage with professional sports, Young encourages a pivot towards the emotionally engaging and rapidly growing youth sports market. He cited data from the Sports & Fitness Industry Association, noting youth sports participation escalated from 59% in 2021 to 65% in 2024. According to Dick’s internal research, retailers identify youth sports as a key driver in buying trends across sectors like CPG, travel, restaurants, and automotive.
Concluding his presentation, Young personalised the data, saying, “Life’s experiences often circle back to these sporting engagements — whether it’s staying for college sports, picking up coffee post-game, or discussing a new, spacious vehicle for family activities.”
Reporting based on coverage first published by modernretail.co.