Dick’s Sporting Goods and Just Women’s Sports make March Madness a little more lucrative for women’s college basketball fans.
The retailer and women’s sports multimedia platform have partnered to offer a $150,000 grand prize to the winner of the 2022 Just Women’s Sports x Dick’s Bracket Challenge. With the challenge, DSG and JWS want to offer fans “an accessible and exciting destination with news and analysis to make predictions and compete among friends”.
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“We are not interested in sponsorship from a traditional standpoint where we only get media value or logo placement. We want our dollars to go towards genuinely benefiting athletes and changing the culture or excitement around sport,” Melissa Christian, vice president of global brand and category marketing at Dick’s Sporting Goods, told FN. “One of our first conversations with JWS was about college basketball, and we shared a passion for brackets. Brackets are a big part of the culture and excitement around this particular moment and we thought what a great opportunity – but it’s hard to find information on previous brackets for women because they either didn’t exist or they didn’t have the funds to do so had a price to increase the excitement around them. Together we could change that.”
Fans can register to participate at Justwomenssports.com starting today, and selections can be made on March 13th once the tournament teams have been announced. Brackets will close at 12pm ET on March 18, and aside from funding the $150,000 grand prize, the two companies have confirmed that $250 DSG gift cards will be available for runner-up through March 11 .place will be awarded.
“What we’re trying to do with Just Women’s Sports is to challenge the way people view women’s sports. We want to make it big, we want to push this space, we want to push the culture and that’s what Dick’s Sporting Goods is about, too,” Haley Rosen, founder and CEO of Just Women’s Sports, told FN. “They want to make big bets and big swings, and that’s what this space needs, so they’re exactly the kind of partner we want for that.”
The story goes on
Although this is their first women’s college basketball challenge, both DSG and JWS are united in their desire for this to lead to something bigger, with women’s football being the beneficiary.
“Women’s college basketball has a great fan base and we want to expand it, we want to grow it. If we think of brackets in particular, when you fill in your bracket, suddenly you’re personally invested in the games and the matchups and the results. When we thought about how to get more fans into the game, how to get more people to see the great sportsmanship and the incredible competition, and then really give them the opportunity to get personally involved,” said Christian. “We believe in what JWS does as a brand and we want to create a great experience for fans and hopefully new fans of women’s tires.”
Rosen added: “A big goal in everything we do is to make it easy to be a fan of women’s sports. It’s really easy to be a fan of men’s sports. You see the game, you know the storylines, and there’s a whole culture around the game. I think this bracket challenge joining forces with Dick’s Sporting Goods is really about the game, about the game and that culture. It’s fun to follow March Madness because you see the athletes and maybe you’re in a pool, you have your bracket challenge, you get together for Final Four games. Let’s build that on the women’s side.”
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