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Dick’s Sporting Goods Partners with the WNBA

Dick’s Sporting Goods has become an official retail partner of the WNBA. As part of the deal, Dick’s will sell WNBA merchandise, including jerseys. The sporting goods retailer has made it a priority in recent years to support female athletes, both professional and amateur. Through donations, ad campaigns, and partnerships, Dick’s is working hard to convey a new emphasis on women in sports.

Though sports brands and retailers historically overlooked the opportunity in the women’s market, that has changed in recent years: Under Armour struck a deal a few years ago with Kohl’s to reach more women, while Nike has made a bigger push for the women’s market as well.

Read the full story at Fortune.