Today, The University of Texas at Austin Athletics has entered into a multi-year brand sponsorship agreement with DICK’S Sporting Goods, designating DICK’S as the official sporting goods retailer for the Texas Longhorns. This partnership will feature co-branding opportunities that include the Texas Longhorns logo in DICK’S marketing campaigns.
The sponsorship encompasses various marketing activations, particularly through name, image, and likeness collaborations involving student-athletes. These activations will be present during game sponsorships across multiple Longhorn sports and at Bevo Blvd. The agreement was facilitated by Longhorn Sports Properties, the multimedia rights holder for Texas Athletics, which is part of Learfield, a prominent media and technology company in college athletics.
Mark Rooks, Vice President of Creative, Entertainment & Sponsorships at DICK’S Sporting Goods, acknowledged the significance of this sponsorship, noting the strong fan base and elite athletes associated with the university. The agreement aims to foster community connections and provide opportunities for student-athletes to engage with the DICK’S brand through in-store appearances and social media content.
Drew Martin, executive senior associate athletics director, highlighted DICK’S reputation as a leading sporting goods retailer in Texas and the U.S., emphasizing the potential to enhance the relationship through this sponsorship. DICK’S will serve as a game sponsor for various Longhorn sports, including men’s and women’s basketball, baseball, softball, and volleyball throughout the 2024-25 athletics year and beyond.
Additionally, DICK’S will be the presenting sponsor of the Hook ‘Em Herd event during Texas Football home games, allowing children to experience a unique pre-game activity. On game days, DICK’S will engage with fans at Bevo Blvd, and during the offseason, it will sponsor Texas Football Coaches’ Clinics for high school coaches statewide.
Lucas Motta, Vice President & General Manager of Longhorn Sports Properties, expressed enthusiasm about the partnership, noting DICK’S strategic approach to showcasing the impact of sports through its multimedia platforms. Longhorn Sports Properties collaborates with corporate sponsors to optimize agreements that include student-athlete marketing and the use of university branding in promotional campaigns.