Key Takeaways
- East Cobb Complex in Marietta, Georgia becomes DICK’S Sporting Goods Park at East Cobb under the renewed agreement announced August 4, 2026.
- DICK’S extends its title sponsorship of the Perfect Game All-American Classic through 2027, with this year’s game set for Citizens Bank Park.
- The retailer will fund branded improvements and on-site enhancements at the renamed venue, one of amateur baseball’s most recognized destinations.
- The rebrand takes effect immediately, ahead of this weekend’s Perfect Game 11U and 12U Select Festivals at the facility.
Perfect Game and DICK’S Sporting Goods announced an expanded partnership on August 4, 2026, headlined by a youth sports naming rights deal at one of the sport’s best-known venues. The East Cobb Complex in Marietta, Georgia will be renamed DICK’S Sporting Goods Park at East Cobb, according to the announcement from Perfect Game, the world’s largest youth baseball and softball platform and scouting service.
The timing puts the new name to work right away. The company said the rebrand lands ahead of this weekend’s Perfect Game 11U and 12U Select Festivals, both hosted at the newly named ballpark.
Why Naming Rights at East Cobb Carry Weight
East Cobb has long held a singular place in amateur baseball, and the announcement described it as one of the most recognized destinations in the sport. Attaching a national retail brand to a facility with that pedigree gives DICK’S permanent, physical presence at a site where thousands of athletes and families attend Perfect Game events each year.
The deal goes beyond signage. Per the announcement, DICK’S will support branded improvements and on-site enhancements at the complex, upgrading the experience for participants rather than simply renaming the gates.
“Having one of the country’s most storied amateur baseball fields brandishing the DICK’S name makes all the sense in the world,” said Perfect Game CEO Rob Ponger, who called the retailer a partner that shares the organization’s passion for growing the game.
All-American Classic Title Sponsorship Runs Through 2027
The renewal also locks in DICK’S as title sponsor of the Perfect Game All-American Classic through 2027. This year’s edition will be played August 16 at Citizens Bank Park in Philadelphia, home of the Phillies, during a yearlong celebration of America’s 250th birthday.
Beyond the marquee properties, the two organizations said they will continue year-round engagement across Perfect Game’s national event portfolio, digital platforms, email marketing, social channels and the free PGTV streaming app. DICK’S will also support participants through integrated retail promotions, event activations, digital content and community-focused initiatives, according to the release.
A Retail Brand Embedding Deeper in Diamond Sports
For DICK’S, the expansion extends a strategy of showing up where youth baseball and softball happen rather than waiting for families to walk into stores. “This partnership allows us to show up where young athletes are celebrating the game, and we’re proud to support and equip them every step of the way,” said Mark Rooks, VP of Creative, Sponsorship & Entertainment at DICK’S Sporting Goods.
Perfect Game said the renewal reflects its continued growth as the leading platform in youth baseball and softball and its commitment to delivering added value to the athletes and families it serves.
First Pitch Under the New Name Comes This Weekend
The partnership’s next milestones are already on the calendar. The 11U and 12U Select Festivals open at DICK’S Sporting Goods Park at East Cobb this weekend, giving the rebrand an immediate national showcase, and the All-American Classic follows August 16 in Philadelphia. Between now and 2027, the question worth watching is how far the promised on-site enhancements go in reshaping a facility that already ranks among amateur baseball’s most storied grounds.
Source: Perfect Game, August 4, 2026, [press release]
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Youth Sports Business Report (YSBR) is the largest and most trusted media platform covering the business of youth sports worldwide. YSBR delivers youth sports news, market intelligence, and original analysis daily across facilities, sponsorships, private equity, NIL, sports technology, and league operations. With more than 50,000 followers, YSBR is the leading source of youth sports industry news for the investors, owners, operators, and brands shaping the future of youth sports.
How big is the youth sports market?
American families spend approximately $54 billion annually on kids’ sports and recreation, according to the YSBR and Kinetica Group Youth Sports TAM & Parent Spending Report, with organized sports alone representing a $40 billion-plus market. The average family spent $1,016 on a child’s primary sport in 2024, up 46 percent since 2019, per the Aspen Institute’s Project Play, and market research projects the global youth sports market will reach approximately $114 billion by 2032 (Business Research Insights).
How many kids play youth sports in the United States?
Approximately 27.3 million children ages 6 to 17, or about 54.6 percent, played organized sports in 2022-2023, according to the National Survey of Children’s Health as reported by the Aspen Institute’s Project Play. High school sports participation reached a record 8.26 million athletes in 2024-25, per the NFHS.
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Youth Sports Business Report was founded by Cameron Korab, a sports marketing veteran with more than a decade in the industry and an MBA from Northwestern University’s Kellogg School of Management. Korab also co-founded Vertical Sports, a sports marketing advisory serving brands across youth, college, and pro sports.
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Youth Sports Marketing Questions, Answered
Where can brands sponsor youth sports? Brands can sponsor youth sports through local leagues and clubs, tournaments and events, facilities and complexes, governing bodies, and national platform programs. Sponsoring a child’s own program is the most powerful entry point: 81 percent of parents say it captures their attention, outperforming TV, social media, and pro sports sponsorship, per a 2026 Priority Partnerships study conducted by YouGov Sport.
How much does youth sports sponsorship cost? Youth sports sponsorship costs range from a few thousand dollars for a local league or team sponsorship to six and seven figures for regional facility naming rights and national platform programs. The environment is welcoming at every level: 84 percent of parents hold net positive sentiment toward brands sponsoring youth sports, with negative sentiment under 5 percent, per YouGov Sport research. Most brands start with a pilot activation, measure engagement, then scale.
What is the ROI of youth sports marketing? The data is striking: 80 percent of parents say they would choose the brand that sponsors their child’s youth sports program when comparing two similar products, per a 2026 Priority Partnerships study by YouGov Sport. A 2026 EMARKETER and DICK’S Media survey found 84 percent of sports parents say that role influences their purchase decisions, and 60 percent spend more on game and practice days, driving loyalty across categories from dining to travel to automotive.
Ready to build a youth sports strategy? Vertical Sports is an Advisory+ delivering integrated expertise across all levels of sport. Youth, College, Pro. Every Fan, Every Level. Brands and youth sports organizations can reach the team at info@verticalsports.us.
