Brian Steinberg Senior TV Editor Dick’s Sporting Goods is getting ready to play a new game with the NCAA. The Pittsburgh company has been named the college-sports league’s official sporting-goods retailer, a new partnership that will become quickly visible during the NCAA’s “March Madness” basketball tournament and is part of a multi-million dollar deal that will give Dick’s on-court signage and exclusive access to select fan events.
Commercials purchased in game inventory from CBS Sports and Warner Bros. Discovery Sports, which televise the March Madness games, are a strong element of the deal.
Dick’s also plans to have a presence at NCAA women’s Final Four Open Practices, which has not had an active on-site sponsor in the past.
Dick’s plans to invest in media around the women’s basketball tournament on Disney’s ESPN. “We are excited to partner with the NCAA in our pursuit to change lives through sport for athletes and fans alike.
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