The Boston Marathon has a latest retail sponsor.

Dick’s Sporting Goods and the Boston Athletic Association, organizer of the famed event which will likely be held this yr on April 17, have signed a multiyear deal that makes Dick’s the official retail sponsor of all BAA events, starting with Monday’s marathon.

As a part of the deal, Dick’s may even develop into the presenting sponsor of the Boston Marathon Fan Fest, a three-day festival held upfront of the race.

In celebration of the 127th running of the race, Dick’s unveiled a building-length Sports Change Lives banner with the tagline, Running Changes You, on Boylston Street at the longer term site of a Dick’s House of Sport Boston location.

Positioned just a brief distance from the Boston Marathon finish line, the 100,000-square-foot store within the Prudential Center is slated to open in spring 2024. The House of Sport concept features athletic apparel, footwear and equipment for quite a lot of sports and outdoor activities together with in-store experiences equivalent to a climbing wall, batting cages and TrackMan golf simulators.

“We’re honored to hitch forces with the Boston Athletic Association to support race participants and spectators,” said Mark Rooks, vp, category marketing and partnerships for Dick’s. “We consider in the facility of sports to alter lives and know that running the Boston Marathon can do exactly that.”

“On the core of the BAA’s mission and vision is promoting healthy lifestyles through sport, especially running,” said Jack Fleming, the organization’s president and chief executive officer. “In partnering with Dick’s Sporting Goods, we stay up for bringing to life that mission and vision to much more people, especially along the Boston Marathon finish stretch on the Dick’s House of Sport Boston, which could be truly inspirational to so many all year long.”

As a part of the sponsorship agreement, Dick’s may even serve because the retail sponsor for the BAA Half Marathon, 10K and 5K and the businesses will work to develop community engagement initiatives year-round.