More to the point, the reason for this sponsorship is that it's serving to create the dedicated NYCFC stores in the city. I'm guessing this means that NYCFC won't have their own merchandise store, at least in the short term.
Dick's is more of a newcomer to North Jersey. Modell's has been THE place to grab sports gear for the last 20 years. Doubt this will be an area exclusive deal (pretty sure Dick's had a nationwide MLS deal) but it should make it easier to get NYCFC gear.