Observed Signal · Sep 10, 2026 · Partnership · Source: Modern Retail · Impact: 3/5 · Sentiment: Positive
Dick's Retail Media Network Pitches Youth Sports Audiences to Advertisers
Dick's Sporting Goods is expanding its retail media efforts, pitching advertisers on reaching 'sporthood' families through its youth sports ecosystem. Speaking at Ascendant Network's Showcase, David Young, VP of Dick's Media, highlighted the company's reach of 70 million consumers across its brands, including GameChanger, a youth sports streaming app with over 9 million users. Dick's aims to attract CPG brands, quick-service restaurants, and automakers to advertise through in-store digital screens, audio, and other channels. A survey with eMarketer found 84% of parents say youth sports influence their purchase decisions, supporting Dick's pitch that its audience has broad purchase intent beyond sporting goods.
Dick's Sporting Goods is expanding its retail media network beyond traditional categories, leveraging youth sports data to attract CPG, QSR, and auto advertisers. This signals growth in retail media and the value of niche audience segments.
Key Takeaways & Evidence Grounding
- Dick's Media reaches 70 million consumers across its brands, including GameChanger.
- GameChanger app serves over 9 million users annually for youth sports streaming and stats.
- 63% of U.S. parents have children in youth sports, with 84% saying it influences purchases (eMarketer survey).
- Youth sports participation rose from 59% in 2021 to 65% in 2024 (SFIA/Aspen Institute).
- Dick's is pitching CPG, QSR, and auto brands to advertise via in-store and digital channels.
Connected Companies & Entities
16 Entities mappedUnder Armour
Public sportswear brand selling apparel, footwear and accessories globally.
“While the company has previously worked with brands such as Adidas, On, Under Armour and Crocs......”
Walmart
Omnichannel retailer with marketplace, membership, B2B procurement and retail media.
“Walmart will soon begin delivering Dunkin’ products from its own stores......”
Ulta Beauty
Omnichannel beauty retailer with retail media and marketplace revenues.
“...are now targeting retail stores such as Ulta Beauty and Lowe’s......”
Target
US retailer combining omnichannel commerce, loyalty, marketplace and retail media.
“Number of Target stores now selling Factor ready-made meals....”
Lowe's
Home improvement retailer with omnichannel commerce and retail media revenue.
“...are now targeting retail stores such as Ulta Beauty and Lowe’s......”
DoorDash
Local commerce marketplace with delivery, merchant tools and retail media.
“Walmart is moving in on DoorDash, Uber Eats delivery action......”
NRF
Retail trade association monetising media, events and industry intelligence.
Instacart
Grocery marketplace with retail media and retailer commerce tools.
“...that its Petsense business would team up with Instacart for same-day delivery....”
DICK'S Sporting Goods
US sporting goods retailer with e-commerce, retail media and youth sports assets.
“The leader of Dick’s Sporting Goods’ advertising division hopes to recruit CPG brands......”
adidas
Global sportswear brand selling footwear, apparel and accessories.
“While the company has previously worked with brands such as Adidas, On, Under Armour and Crocs......”
EMARKETER
B2B research platform for media, advertising, and commerce intelligence.
“Dick’s Media and eMarketer found in a survey this year......”
The LEGO Group
Toy brand selling building sets through commerce and digital engagement.
“Number of Lego stores opening in Canada over the next few months....”
Uber
Mobility, delivery, logistics and advertising platform with subscription layer.
“Walmart is moving in on DoorDash, Uber Eats delivery action......”
Tractor Supply
Retail Media Network (RMN) - The VenueUS rural-lifestyle retailer selling farm, pet and home goods.
“...its Petsense business would team up with Instacart for same-day delivery....”
Crocs
Advertiser / Brand (Buys Ads)Global casual footwear brand owner and retailer.
“While the company has previously worked with brands such as Adidas, On, Under Armour and Crocs......”
On
Advertiser / Brand (Buys Ads)Public Swiss performance footwear and apparel brand.
“While the company has previously worked with brands such as Adidas, On, Under Armour and Crocs......”
Ontology Mapping & Concepts
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