DICK'S Sporting Goods

“One of the best things about our relationship with ESPN is the collaboration…we've come to ESPN with big goals, big ambitions and they've always worked with us to find a way to get our goals delivered.”

— Lauren Hobart
SVP, Chief Marketing Officer,
DICK'S Sporting Goods

DICK'S Sporting Goods Objective

Build a Brand Connection

Strengthen bond with consumers through telling the DICK'S Sporting Goods story in an authentic, new way

ESPN Strategy

Storytelling and e-Commerce

Use a multichannel approach that engages fans through authentic content creation, long-form storytelling and e-commerce to tell the brand story in an impactful way

Success Headlines

Elevated Perception
as a Storytelling Brand
Increased Prestige
Among New Audiences
ESPN Fan Shop
Broadened Retail Presence

Our Partnership

“When we began our partnership with ESPN over nine years ago, DICK'S was a strong regional brand and we invested in ESPN because we knew we were going to grow and we were setting the stage for that growth.”

— Lauren Hobart
SVP, Chief Marketing Officer, DICK'S Sporting Goods

Content Partnership

DICK'S Sporting Goods and ESPN immersed fans into two engaging stories that forged a true emotional connection. Under the umbrella of "Every Season Starts with DICK'S", these content stories aired twice during the year and were supplemented through engaging commercials; both on-air and digitally across ESPN's premium environment.

"Hell Week", a thirty-minute documentary airing on ESPN2 and on ESPN.com, chronicled the Station Camp High School football team as they endured a preseason overnight training camp deep in the Tennessee Mountains. "We Could Be Kings", a ninety-minute documentary airing on ESPN2 and ESPN.com as well as at the Tribeca Film Festival, followed the true story of two rival Philadelphia high schools forced to merge due to budget cuts.

Touchpoints

ESPN ESPN2 WatchESPN ESPN.com ESPN Mobile ESPN App ESPN The Magazine ESPN CreativeWorks Social

ESPN Fan Shop Powered by DICK'S

DICK'S Sporting Goods and ESPN both recognize the importance of sports merchandising to fans. With DICK'S wanting to drive traffic to their stores and site every day and ESPN looking for further engagement with their Fan Shop, a natural partnership ensued. DICK'S became the exclusive ESPN e-commerce sporting goods retailer through the "ESPN Fan Shop Powered by DICK'S". Contextually integrated shopping opportunities across platforms such as ESPN.com, ESPN Mobile, ESPN The Magazine and ESPN Radio, allowed fans to easily purchase officially licensed products from their favorite teams and athletes.

Touchpoints

ESPN.com ESPN Mobile ESPN App ESPN The Magazine

“One of the best things about our relationship with ESPN is the collaboration…we've come to ESPN with big goals, big ambitions and they've always worked with us to find a way to get our goals delivered.”

— Lauren Hobart
SVP, Chief Marketing Officer, DICK'S Sporting Goods
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