Dicks Sporting Goods and SportsDataIO Use Real Time Data to Reach Customers

Case Studies
November 3, 2026

About Dick’s Sporting Goods

Dick’s Sporting Goods (DCSG) is one of the largest sporting goods retailers in the United States, serving athletes and sports fans through its stores, e-commerce platform, and personalized marketing programs. As part of its broader customer engagement strategy, DCSG run a series of automated, personalized marketing campaigns built around the athletes who shop at their stores and online.

Challenge

DCSG wanted to automate one of the most engaging pieces of its Athlete Journey experience. The concept was simple, when a customer's favorite team wins, DCSG sends a personalized, timely email celebrating the moment and linking the customer directly to relevant gear.

To make this work at scale across the NFL and College Football, DCSG needed a data provider that could reliably deliver:

  • Accurate, up-to-date NFL and NCAA Football schedules
    • Current rankings, including AP Top 25 movement for college teams
      • Fast, dependable game results they could trust to trigger customer-facing campaigns automatically

        Without a consistent, automation-ready feed of this data, DCSG couldn't confidently scale beyond a manual, team-by-team process and they saw an opportunity to bring similar campaigns for other sports onto the same reliable foundation.

        Solution

        SportsDataIO partnered with DCSG to deliver NFL and College Football Competition and Event feeds, giving their marketing and engineering teams the schedule, ranking, and results data needed to fully automate their workflow.

        Using SportsDataIO's data, DCSG built a process that:

        • Monitors the top 25 NCAA teams and NFL results to identify qualifying wins
          • Matches specific team codes against customer profiles to personalize outreach.

            This automation was built on SportsDataIO's NFL and NCAA Football workflow guides, which outline how to structure schedule, standings, and results data for exactly this kind of event-driven marketing:

            Beyond win-triggered emails, DCSG has also used SportsDataIO's data to power site-side activations such as surfacing "Buy Online, Pick Up In Store" messaging when a customer's team is playing a home game, leveraging athlete and team affinities they maintain across all major U.S. leagues.

            Results

            With SportsDataIO's NFL and College Football Competition and Event feeds in place, DCSG has successfully automated its post-purchase campaigns for NFL and NCAA Football. 

            Looking ahead, DCSG and SportsDataIO continue to explore how deeper data signals  like AP ranking changes and standings movement can power the next generation of sports-triggered marketing, activating on the full entertainment of the season rather than wins alone.


            Want More?

            If you're ready to leverage data for similar success, explore the links below to learn more, or contact sales@sportsdata.io 

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