Mar 24, 2008 6:02 AM, PROMO Xtra

Dick’s Sporting Goods has enhanced its relationship with Soccer United Marketing, which now names retailer as the official sporting goods store of Major League Soccer, the U.S. Men’s and Women’s National Teams, as well as 10 of 14 teams playing in the league.

The five-year agreement expands an existing relationship the retailer has with the sport. The larger partnership aligns with the company’s growth plans to open stores in the markets where teams play and are located. Dick’s will also sponsor the remaining four MLS teams when it opens stores in those markets.

“This agreement gives us the ability to reach players and fans of the game at every level,” said Jeff Hennion, Dick's executive vice president and chief marketing officer, said in a statement.

Under the deal, the chain will have a presence sponsoring First Kick, the opening week of the 2008 MLS regular season that will include six nationally televised games on ESPN2, Fox Soccer Channel, HDNet and Telefutura starting March 29.

Financial terms of the deal were not disclosed.

DON'T MISS AN ISSUE! PROMO Magazine provides insights into using promotion marketing as strategic, measurable component of an overall marketing mix. DON'T MISS OUT on "how-to" information on strategies and tactics successful marketers use to improve product sales and brand image. Renew your subscription Subscribe to the magazine Sign up for email newsletters

			A panel of professionals answers your questions. Submit your questions.
		Michael McKelvie Gift Cards and Reward Cards			Bob Bell Tie-in Partnerships
		Dave Hunt Rebates			Bruce Hollander Sweepstakes
		Joel Parent Interactive			Become an Expert More Info