Perfect Game and DICK'S Extend Partnership with East Cobb Naming Rights
Event summary
- Perfect Game and DICK'S Sporting Goods expanded their partnership to include naming rights for the East Cobb Complex, now called DICK'S Sporting Goods Park at East Cobb.
- DICK'S will continue as title sponsor of the Perfect Game All-American Classic through 2027.
- The agreement includes branded improvements and on-site enhancements at the East Cobb facility.
- Perfect Game produces nearly 10,000 events annually, with over 2,400 alumni playing in Major League Baseball.
The big picture
This deal underscores the growing importance of youth sports as a marketing and engagement channel for retailers like DICK'S. Perfect Game's dominance in amateur baseball scouting provides a valuable platform for brands looking to connect with young athletes and their families. The naming rights acquisition suggests DICK'S is doubling down on its investment in grassroots sports infrastructure, potentially setting a precedent for other retailers.
What we're watching
- Brand Visibility Impact
- How DICK'S naming rights at East Cobb will affect its brand recognition among youth baseball families.
- Event Engagement Growth
- Whether the enhanced facilities and sponsorship activations can drive higher participation in Perfect Game events.
- Long-term Partnership Value
- The pace at which this expanded partnership could lead to additional naming rights or sponsorship deals for both companies.