DICK’S Sporting Goods is making moves in the technology space.
The largest U.S.-based, full-line omni-channel sporting goods retailer recently announced that the company acquired Affinity Sports a sports management technology company.
The move paves the way for the San Diego-based company as it provides DICK’S Sporting Goods multiple youth sport outlets for National Governing Bodies, as well as the ability to reach large scale organizations under the Team Sports HQ platform.
Although the purchase price is undisclosed, DICK’s move is a footprint that needed to be left in the commercial sports industry. With their continued push to encourage sports participation, DICK’S also plans on making donations and sponsorships open for groups through DICK’S Team Sports HQ.
DICK’S launched the HQ platform in January of 2016 with the intentions of reaching and expanding youth sporting leagues across the targeted younger athletic consumers. Along with that, DICK’S locked in on other key services; online registration, team/league websites, custom uniforms and access to donations and sponsorships.
The software will look to simplify registration, scheduling and communication between the governing bodies and their associated leagues. This all-in-one platform will make The Sports HQ a one-stop-shop for youth athletes. League administrators will also have the ability to access online tools through
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the HQ platform in order to design and purchase uniforms and FanWear making it a much more simplistic way of doing business.
“We’re excited to continue to grow our footprint in the important space of youth sports technology,” said Edward W. Stack, Chairman & CEO, DICK’S Sporting Goods. “At DICK’S, we believe that sports matter and providing access to sports is a key priority for us. The acquisition of Affinity Sports will help us to deliver an unparalleled service to some of the largest youth sports organizations in the country.”
Affinity Sports was founded in 2002 and has been providing desktop, mobile and IT solutions for leagues, clubs and governing bodies since its development with a specialty in youth sports.
Along with the acquisition of Affinity, DICK’S also received a nice present under the tree when its rival, The Sports Authority, went bankrupt. Once DICK’S won the June bid for the company, the fine writing included the rights to 31 store leases.
Talk about icing on the cake, but lets not forget the main cause of acquiring Affinity – the youth consumers. “We’re excited to continue to grow our footprint in the important space of youth sports technology,” said Stack.
Grow they will, especially with this ability to more efficiently and effectively reach their young demographic.
DICK’S move seems to look good on paper, but only time will tell. Until then, prepare your kids for their next youth sport league as DICK’s Sporting Goods is in the conductor’s seat of a high speed train headed towards the future of organized youth sport.