DICK’S Sporting Goods and Roku are teaming up to help brands connect with athletes on streaming TV.
Through this partnership, DICK’S Media (DICK’S Sporting Goods’ retail media arm) will integrate into Roku Data Cloud to precisely reach their loyal, high-intent athlete audiences across CTV – becoming the FIRST retail media network to partner with and use Roku Data Cloud.
But let’s back up. What does this pair-up do exactly? And how will it create value for advertisers and streamers?
Verified athletes
With this development, brands and other advertisers who work with DICK’S Media can make the most of Roku’s authenticated audience insights that are available through Roku Data Cloud.
Launched earlier this year, the Roku Data Cloud gives our partners increased insight and accountability across the streaming landscape to better support their planning, optimization, and measurement. Brands can use it to seamlessly access our unique audience intelligence, gaining a sharper understanding of their audience and reducing wasted media impressions.
In the case of DICK’S Media, the retail media platform brings to bear its audience of over 45 million addressable athletes in Roku’s clean room environment.¹ The Data Cloud allows brands to target those customers on CTV with greater precision.
Pilot campaigns deliver a hole-in-one
In a series of pilot campaigns, several national golf brands reached sports audiences within the Roku ecosystem using custom ad formats. These campaigns leveraged the combined strength of DICK’S and Roku’s audiences to deliver 2x-5x return on investment at the brand-level, with direct attribution of both ecommerce and in-store sales.²
This closed-loop measurement, enabled by Roku Data Cloud, gave DICK’S and Roku robust insights into both who responded to the campaigns as well as where messages drove conversions, which will inform future collaborations.
Turning an upper funnel channel into a powerful performance channel
This partnership shows how brands can harness DICK’S Media and the Roku Data Cloud to drive downstream impact and learn more about their audience.
Reach out to learn more about this groundbreaking partnership.
¹ DICK’S Media Internal Data
² Roku Internal Data, 2025
