Dick’s Sporting Goods Announces Partnership with Team USA and LA28

Dick’s Sporting Goods will be an official sporting goods retail provider for LA28 and Team USA in an agreement announced on Tuesday ahead of the Olympic and Paralympic Summer Games in Paris.

Dick’s will serve as an official supporter of Team USA for the 2024 Olympic Summer Games in Paris along with the 2026 Winter Games in Italy and LA28. Dick’s first partnered with Team USA during the Games of 2016 in Rio and 2018 in PyeongChang.

“We couldn’t be happier to have Dick’s Sporting Goods back in the Olympic and Paralympic family,” said Chris Pepe, chief commercial officer at United States Olympic and Paralympic Properties. “Dick’s ongoing involvement in youth sports will inspire future athletes across the world, during and well after the Games conclude.”

Dick’s will sell Team USA licensed products and co-create exclusive LA28-branded gear with LA28 licensees for sale through its nationwide group of stores plus online. The partnership will also include travel and training apparel using Dick’s owned brands for 11 Team USA national governing bodies, beginning with USA Canoe/Kayak this summer.

“We are thrilled to be a part of Team USA’s journey for years to come and are looking forward to welcoming the Summer Games back to the U.S. for the first time in more than 30 years in Los Angeles,” said Mark Rooks, vice president of creative, sponsorships and entertainment at Dick’s Sporting Goods. “As the official sporting goods retail provider of LA28, we are exploring ways to engage the community, celebrate with fans across the country and further our investment in youth sports.”

Dick’s will have ad placements throughout Paris 2024 with a marketing campaign called “Big Moments,” an extension of the “Change Lives” campaign which launched in March 2023.

“For young athletes, seemingly small moments can be extraordinary — whether it’s making the team, hitting a game winning shot, or scoring your very first goal,” said Kate Fedishen, vice president of marketing at Dick’s Sporting Goods. “With our Big Moments campaign, we are taking these joyful, triumphant, real-world stories in youth sports and giving them the spotlight they deserve on the world’s biggest stage for sports.”