Ithaca College Athletics announced a corporate partnership with DICK’S Sporting Goods, which will give Bomber athletes the opportunity to connect with the community. All levels of athletics — varsity, club and intramural — can get discounts on sports equipment through “Shop with the Bombers” events.
The partnership was announced on the IC athletics website Nov. 4. It began after DICK’S Sporting Goods and IC athletics identified that they had similar organizational values. Tyler Heisey, associate director of athletics at IC, oversees business operations and corporate partnerships. He took responsibility for the partnership after a DICK’S representative initially reached out to Aaron Bouyea, director of intercollegiate athletics and campus recreation.
“[DICK’S] wants to help build a stronger community through sport, and that’s what we do in our department,” Heisey said. “We want people who are student-athletes at Ithaca College to have the best experience possible and to grow and learn and become successful humans, and DICK’S aligns with that.”
Other athletic corporate partners include Cayuga Health, Tompkins Community Bank and Beginnings Credit Union. DICK’S Sporting Goods is listed as a “varsity level” partner. There are eight other varsity partners listed on the website.
In the spring, the store in South Meadow Square will host “Shop with the Bombers” days. The events will include meet and greets with athletes and opportunities for members of the IC community and local youth athletes to receive discounts on store goods.
Heisey said the events are still in the planning stages. Anna Whieldon, a field marketing manager of DICK’S Sporting Goods for central and western New York, is involved in the partnership, and she is working on finalizing the details for the events. She said via email that she is proud to help enhance the Bombers fan experience.
“The events are designed to bring local youth athletes together with Ithaca College student-athletes for a fun and interactive in-store shopping experience,” Whieldon said.
All levels of athletics at IC will be able to purchase more affordable gear to supplement their own funding. Club and intramural athletes often have to buy their own sports equipment like cleats, gloves and apparel. Club teams received an email Dec. 9 from Heisey via IMLeagues granting a $10 off a $50 purchase coupon to use before Dec. 31 at the South Meadow Square store.
Junior Brady Corson, the social media manager for the club hockey team, said hockey is an inherently expensive sport. Sticks cost about $250, helmets cost $200 and skates can add up to $1,200, he said.
“We have new players all the time,” Corson said. “[The partnership] is good for them because they can go and get a discount on skate, sticks, gloves, helmets and … protective gear, and they’re not having to drop a fortune on it.”
DICK’S Sporting Goods has sponsored other college athletic programs in the past. On Jan. 30, DICK’S announced it was the official sporting goods retailer of the University of Texas. Their partnership includes game sponsorships and activations and Name, Image and Likeness deals. DICK’S is also the official retail partner of the NCAA. IC is the only Liberty League college to be sponsored by DICK’S.
Although the partnership is student-athlete centered, NIL money is not involved. Heisey said the athletics department is working on an NIL strategy, but the partnership is currently more focused on branding and community.
The marketing of the collaboration is still in development. Heisey said emails will be sent out to club and intramural athletes in the spring.
After the former club sports director departed in July, the athletics department did not hire a replacement right away. Corson said he almost did not have a season because there was no one to sign off on the bills for the team.
When The Ithacan asked a varsity athlete to be interviewed about the partnership, they declined, stating they were advised by the athletic department not to speak about it.
IC athletics will also help market DICK’S Sporting Goods through branding and advertising around the athletic facilities and games. Whieldon is involved in the marketing responsibilities of DICK’S Sporting Goods.
“DICK’S will promote the partnership through a variety of channels throughout the academic year, including in-game visibility, select print materials and on-site store activations,” Whieldon said via email.
DICK’S Sporting Goods will also help connect student-athletes with service opportunities. Since being hired, Bouyea has expanded the framework for athletics and community outreach. In the future, Heisey hopes to expand to offer camps and clinics with the young athletes within the Ithaca community.
Sophomore Maddie Gill, a guard on the women’s basketball team, said via email that she is very excited about the new partnership and the journey of having a large company sponsor IC athletics.
“I think this is a unique opportunity for the athletic programs on campus,” Gill said via email. “It will build our brand as a college and will be able to connect every team with such a large business on a local level which makes it more personal.”
Both Heisey and Whieldon were unable to comment on the financial details of the partnership.
“We are excited to work alongside Ithaca College to support and celebrate its incredible student-athletes,” Whieldon said via email. “This partnership reflects our ongoing commitment to strengthening the communities we serve and championing the power of sport.”
