Texas Longhorns Land Major Partnership as Dick’s Sporting Goods Becomes Official Retailer
The Texas Longhorns have locked in a game-changing sponsorship deal, as Dick’s Sporting Goods has officially signed on as the “Official Sporting Goods Retailer of Texas Athletics.”
The multi-year partnership will bring co-branded marketing campaigns, major NIL collaborations, and game sponsorships across multiple Longhorns sports. But that’s just the beginning—Longhorn student-athletes will also have new opportunities to promote Dick’s through social media, in-store appearances, and exclusive content on the Longhorn Network (LHN).
A Strategic Move to Strengthen the Longhorns Brand
Drew Martin, executive senior associate athletics director for Texas, emphasized that this partnership is an extension of Dick’s long-standing support of collegiate athletics.
“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.
As part of the deal, Dick’s Sporting Goods will serve as the presenting sponsor for multiple men’s and women’s sports, including basketball, baseball, softball, and volleyball throughout the 2024-25 season and beyond.
During Texas football home games at Darrell K Royal-Texas Memorial Stadium, Dick’s will take center stage as the presenting sponsor of Hook ‘Em Herd—a pre-game tradition that lets kids sprint the length of Campbell-Williams Field in front of 100,000+ fans.
On-Site Activations & NIL Collaborations
Beyond football, Dick’s will be a major presence on Bevo Blvd on game days, engaging directly with fans and students. The partnership will also extend into the offseason, as Dick’s sponsors Texas football’s annual coaches’ clinics for high school coaches across the state of Texas.
Mark Rooks, vice president of creative, entertainment, and sponsorships at Dick’s Sporting Goods, spoke on the brand’s excitement to connect with Longhorn Nation.
“We are really excited to sponsor the University of Texas Athletics,” Rooks said. “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.”
With this partnership, Dick’s Sporting Goods cements itself as a key player in the Texas Longhorns experience, offering fans more exclusive gear, immersive experiences, and deeper engagement with student-athletes than ever before.
