Dick's Sporting Goods advertising spend, FY2026

Dick's Sporting Goods (DKS) reported $641M of advertising expense for the fiscal year ended Jan 31, 2026. That is 3.7% of revenue of $17.2B. Up 23.5% from FY2025.

Ad spend, FY2026
$641M
year ended Jan 31, 2026
Change vs prior year
+23.5%
vs FY2025
Share of revenue
3.7%
of $17.2B revenue
Rank by ad spend
#105
of 336 companies

Key facts

  • Ad spend is 2.3x its FY2016 level ($276M), in line with revenue (2.4x).
  • FY2026 is the highest year on file, going back to FY2010.
  • Largest increase +40.0% in FY2022; largest cut -13.4% in FY2021.
  • Ad spend has risen 5 years in a row.
  • Ad spend is 3.7% of revenue, up from 3.1% in FY2021.
  • Dick's Sporting Goods spends more on advertising than 69% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M $800M FY2010 (ended 2010-01-30): $160M FY2011 (ended 2011-01-29): $185M 2011 FY2012 (ended 2012-01-28): $187M FY2013 (ended 2013-02-02): $201M FY2014 (ended 2014-02-01): $224M 2014 FY2015 (ended 2015-01-31): $249M FY2016 (ended 2016-01-30): $276M FY2017 (ended 2017-01-28): $305M 2017 FY2018 (ended 2018-02-03): $330M FY2019 (ended 2019-02-02): $322M FY2020 (ended 2020-02-01): $339M 2020 FY2021 (ended 2021-01-30): $293M FY2022 (ended 2022-01-29): $411M FY2023 (ended 2023-01-28): $412M 2023 FY2024 (ended 2024-02-03): $478M FY2025 (ended 2025-02-01): $519M FY2026 (ended 2026-01-31): $641M 2026 $641M

Ad spend as % of revenue

0% 1% 2% 3% 4% FY2010 (ended 2010-01-30): 3.6% FY2011 (ended 2011-01-29): 3.8% 2011 FY2012 (ended 2012-01-28): 3.6% FY2013 (ended 2013-02-02): 3.4% FY2014 (ended 2014-02-01): 3.6% 2014 FY2015 (ended 2015-01-31): 3.6% FY2016 (ended 2016-01-30): 3.8% FY2017 (ended 2017-01-28): 3.8% 2017 FY2018 (ended 2018-02-03): 3.8% FY2019 (ended 2019-02-02): 3.8% FY2020 (ended 2020-02-01): 3.9% 2020 FY2021 (ended 2021-01-30): 3.1% FY2022 (ended 2022-01-29): 3.3% FY2023 (ended 2023-01-28): 3.3% 2023 FY2024 (ended 2024-02-03): 3.7% FY2025 (ended 2025-02-01): 3.9% FY2026 (ended 2026-01-31): 3.7% 2026 3.7%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $641M +23.5% $17.2B 3.7% AdvertisingExpense 10-K Mar 27, 2026
FY2025 Feb 1, 2025 $519M +8.6% $13.4B 3.9% AdvertisingExpense 10-K Mar 27, 2026
FY2024 Feb 3, 2024 $478M +16.0% $13B 3.7% AdvertisingExpense 10-K Mar 27, 2026
FY2023 Jan 28, 2023 $412M +0.3% $12.4B 3.3% AdvertisingExpense 10-K Mar 27, 2025
FY2022 Jan 29, 2022 $411M +40.0% $12.3B 3.3% AdvertisingExpense 10-K Mar 28, 2024
FY2021 Jan 30, 2021 $293M -13.4% $9.6B 3.1% AdvertisingExpense 10-K Mar 23, 2023
FY2020 Feb 1, 2020 $339M +5.1% $8.8B 3.9% AdvertisingExpense 10-K Mar 23, 2022
FY2019 Feb 2, 2019 $322M -2.4% $8.4B 3.8% AdvertisingExpense 10-K Mar 24, 2021
FY2018 Feb 3, 2018 $330M +8.3% $8.6B 3.8% AdvertisingExpense 10-K Mar 20, 2020
FY2017 Jan 28, 2017 $305M +10.4% $7.9B 3.8% AdvertisingExpense 10-K Mar 29, 2019
FY2016 Jan 30, 2016 $276M +11.1% $7.3B 3.8% AdvertisingExpense 10-K Mar 30, 2018
FY2015 Jan 31, 2015 $249M +11.1% $6.8B 3.6% AdvertisingExpense 10-K Mar 24, 2017
FY2014 Feb 1, 2014 $224M +11.4% $6.2B 3.6% AdvertisingExpense 10-K Mar 25, 2016
FY2013 Feb 2, 2013 $201M +7.3% $5.8B 3.4% AdvertisingExpense 10-K Mar 27, 2015
FY2012 Jan 28, 2012 $187M +1.2% $5.2B 3.6% AdvertisingExpense 10-K Mar 28, 2014
FY2011 Jan 29, 2011 $185M +15.7% $4.9B 3.8% AdvertisingExpense 10-K Mar 22, 2013
FY2010 Jan 30, 2010 $160M n/a $4.4B 3.6% AdvertisingExpense 10-K Mar 16, 2012

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Dick's Sporting Goods in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
105 Dick's Sporting Goods $641M 3.7% +23.5% FY2026
106 Ralph Lauren $635M 7.8% +22.9% FY2026
107 SharkNinja $633M 9.9% +8.1% FY2025
108 Keurig Dr Pepper $629M 3.8% -4.3% FY2025
109 Norwegian Cruise Line $622M 6.3% +21.1% FY2025
110 lululemon $618M 5.6% +14.0% FY2026
111 Hershey $612M 5.2% +2.0% FY2025

Full ranking of 336 companies · Biggest increases #64 · Up 5+ years in a row #55

Questions

How much does Dick's Sporting Goods spend on advertising?

Dick's Sporting Goods spent $641M on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Mar 27, 2026.

What percentage of revenue does Dick's Sporting Goods spend on advertising?

3.7% of revenue in fiscal 2026 ($641M of $17.2B). The median across the 336 companies tracked is 5.2%.

Is Dick's Sporting Goods spending more on advertising?

Yes. Ad spend rose 23.5% in fiscal 2026 from fiscal 2025. It has risen 5 years in a row.

How does Dick's Sporting Goods rank by advertising spend?

#105 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Dick's Sporting Goods's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2026, filed Mar 27, 2026
Accession number
0001089063-26-000007
Company
DICK'S SPORTING GOODS, INC., CIK 1089063, SIC 5940 (Retail-Miscellaneous Shopping Goods Stores)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Dick's Sporting Goods advertising spend, FY2010-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 27, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/dick-s-sporting-goods/advertising-spend/
Download
CSV, all years · CSV, all 336 companies