Dick’s Sporting Goods Named Official Retailer for Texas Longhorns in Multi-Year Sponsorship Deal

Stephen Garner
·2-min read

Dick’s Sporting Goods has inked a new multi-year brand sponsorship deal with the University of Texas at Austin Athletics to become the “Official Sporting Goods Retailer of the Texas Longhorns.”

In addition to co-branding with the iconic Texas Longhorns logo in Dick’s marketing campaigns, the retailer noted that the sponsorship includes prominent student-athlete influencer marketing activations through name, image, and likeness (NIL) collaborations, including game sponsorships across various Longhorns sports, and activations at Bevo Blvd.

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With the agreement, the retailer added that Longhorn student-athletes from various men’s and women’s sports will have an opportunity to promote the Dick’s brand through in-store appearances and unique content on various social media channels and the Longhorn Network (LHN) streaming platform.

Drew Martin, executive senior associate athletics director for the University of Texas, said in a statement that the new partnership comes amid Dicks’ history of supporting collegiate merchandise programs.

As further part of the deal, Dick’s said that it will be featured as the game sponsor on numerous occasions for Longhorn men’s and women’s basketball, baseball, softball and volleyball throughout the remainder of the 2024-25 athletics year and beyond. During Texas football home games at Darrell K Royal-Texas Memorial Stadium, Dick’s will serve as the presenting sponsor of Hook ‘Em Herd, a pre-game experience which gives kids the chance to run the length of Campbell-Williams Field in front of more than 100,000 Longhorn fans before kickoff.

What’s more, on-site activations will allow Dick’s to connect with students and fans alike on the famed Bevo Blvd on game days. In the offseason, Dick’s will serve as the presenting sponsor of the Texas football coaches’ clinics for high school coaches across the state.

“Now through this sponsorship with the University of Texas, we are excited to enhance that relationship and deliver more Longhorns-branded product to our fan base locally here in Austin as well as throughout Texas and the United States,” Martin said.

“We are really excited to sponsor the University of Texas Athletics,” said Mark Rooks, vice president of creative, entertainment and sponsorships at Dick’s Sporting Goods, added. “Austin is home to one of the best fan bases and some of the most elite athletes in the country. We look forward to making meaningful connections within the community, celebrating with Longhorn Nation and working with Texas’ student-athletes through a multitude of different NIL opportunities.”

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