DICK'S Sporting Goods and WNBA Strengthen Their Partnership for the Future

On July 1, 2025, DICK'S Sporting Goods (NYSE: DKS) announced an exciting multi-year extension of its partnership with the Women's National Basketball Association (WNBA), a collaboration that dates back to Fall 2021. This renewed agreement ensures that DICK'S will continue to serve as the Official Sporting Goods Retailer and an Official Marketing Partner of the WNBA through the 2028 season. In addition to its league-wide commitment, the retailer will maintain its status as the Official Sporting Goods Retailer for both the Chicago Sky and Minnesota Lynx.

As part of this renewed partnership, DICK'S is stepping up its involvement with the WNBA's grassroots efforts by becoming a Proud Partner of the Jr. WNBA. This initiative aims to inspire young girls to engage in basketball in a nurturing and healthy environment. DICK'S will have the opportunity to host local youth programming at Jr. WNBA events, solidifying its commitment to fostering young talent.

Additionally, DICK'S Sporting Goods' subsidiary, GameChanger, a youth sports mobile platform, has joined the partnership as an Official Marketing Partner of the WNBA and a Proud Partner of the Jr. WNBA. GameChanger will enhance the experience for youth players, coaches, and families by providing improved access to live streaming, scheduling, communication, and scorekeeping for youth basketball games.

Emily Silver, Chief Marketing and Athlete Experience Officer at DICK'S Sporting Goods, expressed enthusiasm about the partnership's extension, stating, "For a long time, we've known that investing in women's sports is smart business." She emphasized DICK'S commitment to building powerful moments for fans and supporting the league and its players.

Colie Edison, WNBA Chief Growth Officer, echoed this sentiment, highlighting the mutual dedication to community involvement and growing women's basketball. "DICK'S continues to be a vital partner in our efforts to elevate women's basketball and inspire the next generation," she remarked.

DICK'S Sporting Goods plans to leverage its partnership to enhance fan engagement across various channels. Fans will have access to a wide assortment of authentic WNBA apparel and equipment at over 300 DICK'S locations, including all 13 WNBA markets, as well as online and via the DICK'S mobile app. This ensures that WNBA fans can proudly support their teams and players.

Moreover, in collaboration with Nike, DICK'S is continuing its initiative, *It's Her Shot*, which promotes youth participation in basketball for girls aged 8-18. Since its inception, the program has successfully hosted 20 events in 12 WNBA markets, benefiting over 3,000 young athletes and contributing over $300,000 to youth organizations nationwide.

DICK'S Sporting Goods is also committed to making WNBA jerseys more accessible than ever. By ensuring immediate access to jerseys from top draft picks and maintaining availability across all WNBA markets, DICK'S is playing a significant role in amplifying the visibility of the league's rising stars and championing women's sports.

As the WNBA prepares to tip-off its 29th season in 2025, the league continues to gain recognition and grow its brand. Recently ranked as the fastest-growing brand in 2024 by Morning Consult and positioned fourth on Fast Company’s list of the World's 50 Most Innovative Companies of 2025, the WNBA is on track to set records for engagement across social media, attendance, merchandise sales, and unique viewers.

This renewed partnership between DICK'S Sporting Goods and the WNBA not only bolsters their respective brands but also reinforces their shared mission to promote women's sports and empower the next generation of athletes. The combination of strategic marketing and community engagement promises an exciting future for both organizations as they continue to elevate the game of basketball.