The news: Dick’s Sporting Goods’ retail media arm, Dick’s Media, is partnering with Roku to bring its shopper data to connected TV, per Adweek.

• Dick’s Media is the first retail media network to use Roku Data Cloud to marry data from its 25 million Scorecard loyalty program members with Roku’s 125 million daily users.
• The partnership looks to bridge the gap between digital ad exposure and real-world sales since 70% of Scorecard members stream on Roku, per David Young, vice president of retail media at Dick’s Sporting Goods.

The strategy: By using Roku Data Cloud, Dick’s Media can match first-party customer data—including purchase behavior and streaming preferences—with Roku’s audience insights. Advertisers can then measure outcomes like increased brand engagement, new customer acquisition, or sales lift tied directly to streaming ads.

Early testing delivered strong results; Dick’s Media reported a 300% increase in return on ad spend when using its first-party data on Roku compared with traditional ad models.

Our take: Dick’s sees retail media as a long-term growth engine, and its partnership with Roku should enhance its ability to compete with larger players by combining rich loyalty data with precise streaming insights.

While Dick’s Media already offered brands a robust mix of in-store and digital ad opportunities, the expanded Roku partnership enables more targeted, measurable, and high-impact campaigns—especially as CTV becomes a core pillar in the modern advertising mix. If its planned acquisition of Foot Locker goes through, integrating FLX loyalty members could further broaden its media platform’s reach and value.