Dick’s Sporting Goods is extending its partnership with the Women’s National Basketball Association (WNBA).
First established in fall 2021, the new agreement calls for Dick’s to continue as the league’s official sporting goods retailer and an official marketing partner through the 2028 season. Plus, Dick’s will remain the official sporting goods retailer of the Chicago Sky and Minnesota Lynx.
Starting this season, Dick’s will become a proud partner of the Jr. WNBA, the league’s initiative “dedicated to inspiring girls to play basketball in a positive and healthy way and to learn and grow beyond the game.”
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For this program, Dick’s will have access to host local youth programming onsite at Jr. WNBA events. Also, new to this deal is GameChanger, a Dick’s Sporting Goods company and youth sports mobile platform, which is joining as an official marketing partner of the WNBA, and a partner of the Jr. WNBA.
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In addition to its presence in-game, on social and digital channels, across broadcasts and at marquee WNBA events such as AT&T WNBA All-Star and WNBA Live, Dick’s said it will continue to leverage its partnership to support WNBA fans nationwide. Fans can shop a wide assortment of authentic WNBA apparel and equipment at more than 300 Dick’s locations as well as online at Dick’s.com and via the company’s mobile app.
What’s more, the retailer noted that it is continuing to partner with Nike to promote youth participation in basketball with “It’s Her Shot”, a free, nationwide basketball initiative for girls ages 8–18, offering skills clinics, pickup games and mentorship opportunities with WNBA players.
Since its inception in 2021, It’s Her Shot has hosted 20 events in 12 of the 13 current WNBA markets, reaching more than 3,000 young athletes, Dick’s noted. The program has also donated over $300,000 to youth organizations across the country.
Emily Silver, chief marketing and athlete experience officer at Dick’s Sporting Goods, said in a statement that the company has known “for a long time” that investing in women’s sports is “smart business.”
“We look forward to continuing to find ways to show-up for fans, new and old, and build powerful moments that support the league and its players for years to come,” Silver said.
Colie Edison, chief growth officer at WNBA, added that this partnership reflects the shared commitment to growing the game.
“Dick’s plays an essential role in advancing our league’s value of community by giving fans everywhere greater access to express their fandom,” Edison noted. “From investing in our franchises to empowering young athletes, Dick’s continues to be a vital partner in our efforts to elevate women’s basketball and inspire the next generation.”
This news comes one day after the WNBA announced it was expanding the league to include 18 teams, with new teams in Cleveland, Detroit, and Philadelphia. The three new teams join the league’s 15 existing teams, including the Golden State Valkyries, who tipped off play in May 2025, as well as the previously announced expansion markets in Toronto and Portland in 2026. The Cleveland team will begin play in 2028, followed by Detroit in 2029, and Philadelphia in 2030.