Dick’s Sporting Goods brand image boosts after NCAA deal

Dick’s Sporting Goods’ newly inked deal as the official sporting-goods retailer of the National Collegiate Athletic Association (NCAA), the governing body for college sports in the US, appears to be paying dividends, according to data from YouGov BrandIndex.

This strategic partnership announced on March 8 is part of a multi-million-dollar deal, which grants Dick’s exclusive access to select fan events and on-court signage during the NCAA’s annual “March Madness” basketball tournament.

Buzz score is the difference between the percentage of respondents hearing positive things (from friends, family, or the media) and the percentage hearing negative things about a brand in the previous two weeks. Dick’s Sporting Goods’ Buzz score increased by 7.1 points from 11.9% on March 7 to 19% on March 14 among American sports fans.

Looking at its Ad Awareness score, Dick’s Sporting Goods saw an uptick among sports fans of 3.1 percentage points from 17.6% on March 1 to 20.7% on March 19.

The Ad Awareness question asks consumers if they have seen an advertisement for a brand in the previous two weeks, and the scores reflect the percentage of people who say they have.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Data from surveys of adults aged 18 years and above residing in the US from 1 March to 21 March 2023. Buzz, and Ad Awareness scores are based on a four-week moving average. Learn more about BrandIndex.

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