Dick’s Sporting Goods and Under Armour are partnering with youth sports experience company Unrivaled Sports to collaborate on a series of integrated, experiential activations designed to bring the partnerships to life.
Initial tentpole efforts are tied to Ripken Nationals, a premier 12U baseball national championship tournament in its inaugural year. Participating athletes will see big-league experiences such as:
- Content series from Under Armour celebrating the MVPs of Ripken Nationals and highlighting the most exciting plays each day of the Ripken Nationals Championship; and
- Dick’s Sporting Goods Post-Game Press Conference, a social content series spotlighting youth athletes and coaches sharing live reactions to pivotal moments.
Additionally, Under Armour is now the exclusive performance apparel partner of Ripken Nationals and its championship, as well as for Unrivaled Flag events such as the Youth Flag Football World Championships and the High School Girls National Flag Football Competition. Dick’s will serve as the presenting-level sponsor of Ripken Nationals and its championship and will provide livestream coverage tied to key moments, including the Ripken Nationals Championship at Cooperstown All-Star Village.
“Supporting youth sports is central to who we are at Dick’s,” said Mark Rooks, VP of Creative, Sponsorship and Entertainment at Dick’s in a statement. “This partnership with Unrivaled Sports allows us to show up for young athletes in new ways by elevating their tournament experience, celebrating their achievements and creating moments that mirror the biggest stages in sport.”
This new partnership represents an expansion of Dick’s Sporting Goods’ involvement with Unrivaled Sports. In May 2025 Dick’s led a $120 million investment round in Unrivaled Sports, joined by new entrants Dynasty Equity, LionTree and Miller Sports & Entertainment and existing investor The Chernin Group. Dick’s Sporting Goods Chairman Ed Stack discussed the retailer’s successes and challenges at the NRF 2026 Big Show in January.
