Wikipedia

Sports Direct

Sportsdirect.com Retail Limited, trading as Sports Direct, is a British retail company owned by Frasers Group. The company was founded in 1982 by Mike Ashley and was originally based in Maidenhead, England. It specialises in the sale of sports equipment, clothing, footwear, and accessories, operating both physical outlets and an online store.[3]

Sportsdirect.com Retail Limited
  • Sports Direct (UK, Europe, Asia)
  • Sports World (Denmark)
Formerly
  • Mike Ashley Sports (1982-1998)
  • Sports Soccer (1997–2003)[1]
  • Sports World (2003–2008 UK)[1]
Company typePrivate
IndustryRetail
Founded1982; 43 years ago (1982)
FounderMike Ashley
HeadquartersShirebrook, England
Number of locations
715 stores (2024)[2]
Area served
Products
ServicesSports Direct Membership
Number of employees
approx. 20,000 (2024)[2]
ParentFrasers Group
DivisionsLillywhites
WebsiteSportsDirect SportsWorld

The company operates in 19 countries, including France, Germany, and Spain. Certain Frasers Group fascias, such as USC, Game, and Evans Cycles, also operate within selected Sports Direct stores.[4][5]

History

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The company was founded by Mike Ashley in 1982 as a single store in Maidenhead trading under the name of "Mike Ashley Sports".[3][6]

In February 2006, Sports World International purchased Gilesports and merged it with Sports World, then Sports Direct.[7]

In October 2012, Sports Direct International acquired 20 former JJB Sports stores and converted them into Sports Direct stores.[8]

In June 2015, Sports Direct appeared in an episode of Channel 4's Dispatches where they investigated and went under-cover in the Sports Direct warehouse in Shirebrook as it was alleged it was like "sweatshop" and compared working conditions to the victorian era.[9]

It was announced in 2018 that Game concession stores would open in Sports Direct stores.[10]

In November 2019, Sports Direct International rebranded to Frasers Group as part of their "elevation" strategy as House of Fraser became their new flagship brand.[11]

In March 2020, Sports Direct announced they would remain open amid the coronavirus lockdown in the UK. A day later, after receiving widespread criticism, the decision was reversed.[12][13]

 
Former company logo

In March 2021, Sports Direct underwent a rebrand aimed at "promoting inclusivity" and "enhancing customer experience". The rebrand, designed by the consultancy Venturethree, included a new logo and visual identity. The logo was redesigned to feature an 'equaliser' symbol, representing "inclusivity and equality".[14]

In February 2025, Sports Direct launched their own membership scheme as the "Sports Direct Membership" allowing customers to earn points and access a range of benefits from the scheme.[15]

Operations

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Sports Direct has around 700 stores across the UK and several other European countries. The company expanded into the European Union in the mid-2000s, and by 2024, it had a presence in countries including France, Germany, Spain, and the Netherlands. In Denmark, SportsMaster operates under the Sports World brand, which it acquired in 2022.[4][16]

 
SportsWorld logo

Sports Direct continues to use its Sports World branding in some markets. As of 2024, there were approximately 170 Sports World stores operating within the European Union, primarily focusing on sporting goods and apparel. In Asia, Sports Direct expanded its operations into Malaysia, where it operates several stores under the SportsDirect and Sports World brands.[17][18]

In 2021, Sports Direct collaborated with the design agency Venturethree to develop a new brand strategy and identity. The rebrand introduced a new logo featuring an equal sign, symbolising equality and inclusivity, and emphasised accessibility in sports.[14] As part of this strategy, the company refurbished several flagship stores. Its Oxford Street flagship store in London underwent a £10 million revamp, incorporating digital technologies such as interactive displays.[19]

The elevation strategy also involved expanding into "premium" and "lifestyle" segments. Sports Direct opened new flagship stores in Manchester and Cardiff, featuring areas for high-end brands and specialized sporting categories. For example, the Cardiff flagship introduced an "Outdoor Concept", with products tailored to outdoor enthusiasts.[20]

In 2021, Sports Direct's parent company, Frasers Group, began integrating Sports Direct stores with other brands under its portfolio, such as USC, GAME and Evans Cycles. This consolidation aimed to provide a "more comprehensive retail experience" and streamline operations.[21]

The elevation strategy has led to the closure of some smaller stores, particularly those under 20,000 square feet, to focus on larger flagship locations.[22]

In February 2025, parent company Frasers Group announced a 10 year partnership with distributor GMG to open 50 Sports Direct stores in the Middle East and North Africa.[23]

Sponsorships

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Newcastle United

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St James' Park with Sportsdirect.com branding

Sports Direct served as Newcastle United's primary sponsor, with the company's branding featured on club shirts. On 10 November 2011, Newcastle United announced that their stadium would temporarily be renamed the "Sports Direct Arena". The decision to drop the St James' Park name was made on the grounds that the original name was not deemed "commercially attractive". Previously, in 2009, the club had expressed intentions to sell the stadium naming rights. However, following protests, including an early-day motion in Parliament, the club clarified that the St James' Park name would not be entirely abandoned, and alternatives such as "Sportsdirect.com @ St James' Park Stadium" were considered.[24] [25] [26]

In 2012, the club entered into a sponsorship agreement with payday loan company Wonga.com, which included purchasing the stadium naming rights. This deal saw the return of the St James' Park name, which was restored as part of the agreement.[27]

Following the 2021 Saudi-led takeover of Newcastle United, the new ownership, led by Amanda Staveley and her consortium, removed all Sports Direct branding from the stadium. The removal of the branding, which occurred on 6 December 2021, marked a break from the previous ownership's commercial ties. Mike Ashley, the former owner, subsequently filed legal action against Staveley and her husband, Mehrdad Ghodoussi, after claiming they had breached an agreement to maintain the Sports Direct sponsorship until the end of the 2021–22 season.[28] [29]

As of the 2024-25 season, the "Newcastle United" signage above the East Stand (which used the typeface used by Sports Direct) was restored to its original font.[30]

Gaelic games and association football in Ireland

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Gaelic games

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In December 2020, Sports Direct entered into a five-year sponsorship agreement with Cork GAA, becoming the official sponsor of the men's senior hurling and football teams, as well as the U20 and minor teams in both codes. This partnership commenced in early 2021.[31]

In August 2021, Sports Direct became the official sponsor of the Ladies Gaelic Football Association's 'Gaelic4Mothers&Others' programme.[32]

In December 2023, Sports Direct announced a two-year partnership with Louth GAA, becoming the official partner of the men's senior, U20, and U17 teams in both football and hurling.[33]

Football Association of Ireland (FAI)

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In 2023, Sports Direct became the title sponsor of the Football Association of Ireland's (FAI) Men's and Women's FAI Cups.[34] In the same year it also entered a sponsorship agreement with the FAI to become the official retail partner for the Republic of Ireland national football team.[35]

Northern Ireland Football League (NIFL)

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In 2023, the company entered into a three-year partnership with the Northern Ireland Football League (NIFL), becoming the title sponsor of the Men's and Women's Premierships.[36]

Hyrox

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In 2024, Sports Direct became title partner of Hyrox, a global fitness competition that combines running with functional fitness.[37]

References

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  1. ^ a b "SportsDirect.com Retail Limited overview - Find and update company information - GOV.UK". Companies House. 1997-07-21. Retrieved 2024-02-29.
  2. ^ a b "Brands - Sports Direct". frasers.group. Retrieved 27 February 2025.
  3. ^ a b "History". Sports Direct. 2012. Archived from the original on 5 February 2012. Retrieved 1 October 2016 – via Wayback Machine.
  4. ^ a b "Frasers". frasers.group. Retrieved 2025-02-19.
  5. ^ Jahshan, Elias (2020-12-14). "Frasers Group to open brand new multi-brand fascia in Birmingham city centre". Retrieved 2025-02-19.
  6. ^ "Revealed UK's first sports kit billionaire". The Times. 9 April 2006. Archived from the original on 10 March 2007. Retrieved 23 May 2010.
  7. ^ Barry, Sion (2006-02-16). "Gilesports sold in multi-million-pound deal". Wales Online. Retrieved 2025-02-19.
  8. ^ Lawson2012-10-01T16:49:00+01:00, Alex. "JJB Sports: Full list of store closures revealed". Retail Week. Retrieved 2025-02-19.{{cite web}}: CS1 maint: numeric names: authors list (link)
  9. ^ Goodley, Simon (2016-06-27). "Undercover at Sports Direct: rewarding, exhilarating and sometimes petrifying". The Guardian. ISSN 0261-3077. Retrieved 2025-02-19.
  10. ^ WW, FashionNetwork com (2018-02-12). "Game Digital to open concessions in Sports Direct stores". FashionNetwork.com. Retrieved 2025-02-19.
  11. ^ Jolly, Jasper (2019-11-25). "Sports Direct plans to rebrand itself as Frasers Group". The Guardian. ISSN 0261-3077. Retrieved 2025-02-19.
  12. ^ "Coronavirus: Sports Direct U-turns on opening after backlash". BBC News. 2020-03-23. Retrieved 2025-02-19.
  13. ^ Media, P. A. (2020-03-23). "Sports Direct says it will stay open amid coronavirus lockdown". The Guardian. ISSN 0261-3077. Retrieved 2025-02-19.
  14. ^ a b "Sports Direct rebrands in bid for inclusivity and equality". Design Week. 2021-03-31. Retrieved 2025-02-19.
  15. ^ Morgan, Aoife (2025-02-26). "Sports Direct launches membership programme - Retail Gazette". Retrieved 2025-02-26.
  16. ^ Ford, Coreena (2022-07-21). "Mike Ashley's Frasers Group hails strong profits but warns over cost of living". Business Live. Retrieved 2025-02-19.
  17. ^ "Sports Direct Malaysia - The UK's No 1 Sports Retailer". www.sportsdirect.com.my. Retrieved 2025-02-19.
  18. ^ "Sportmaster to rebrand as Sports World - Ritzau - Danish News in English". danishnews.ritzau.com. 2024-03-15. Retrieved 2025-02-19.
  19. ^ Tugby2021-06-18T05:30:00, Luke. "Store gallery: Sports Direct hails 'new era' with £10m Oxford Street revamp". Retail Week. Retrieved 2025-02-19.{{cite web}}: CS1 maint: numeric names: authors list (link)
  20. ^ Bottomley, Tom (2024-02-23). "Sports Direct opens Cardiff flagship featuring new Outdoor concept". TheIndustry.fashion. Retrieved 2025-02-19.
  21. ^ Bottomley, Tom (2024-09-24). "New combined Frasers and Sports Direct flagship to open at Sheffield's Meadowhall". TheIndustry.fashion. Retrieved 2025-02-19.
  22. ^ Morgan, Aoife (2023-03-24). "Sports Direct plans for more larger flagships in a move away from smaller stores - Retail Gazette". Retrieved 2025-02-19.
  23. ^ Release, Press. "GMG signs 10-year strategic partnership with British retailer, Frasers Group to launch Sports Direct in the MENA region". www.zawya.com. Retrieved 2025-02-27.
  24. ^ "Mike Ashley finally tells the truth about Sports Direct paying for Newcastle United advertising". NUFC The Mag. 2020-05-30. Retrieved 2025-02-19.
  25. ^ "Newcastle rename St James' Park the Sports Direct Arena". BBC Sport. 2011-11-09. Retrieved 2025-02-19.
  26. ^ "NEWCASTLE UNITED AND THE RENAMING OF ST JAMES' PARK - Early Day Motions - UK Parliament". edm.parliament.uk. Retrieved 2025-02-19.
  27. ^ Joseph, Seb (2012-10-09). "Wonga restores Newcastle Utd stadium's old name". Marketing Week. Retrieved 2025-02-19.
  28. ^ "Newcastle remove Sports Direct signs from St James' Park". BBC Sport. 2021-12-06. Retrieved 2025-02-19.
  29. ^ Taylor, Louise (2022-01-21). "Mike Ashley takes legal action against Newcastle co-owner Amanda Staveley". The Guardian. ISSN 0261-3077. Retrieved 2025-02-19.
  30. ^ "Newcastle United tease 'significant' St James' Park change after £30m deal agreed". Shields Gazette. 2024-07-01. Retrieved 2025-02-19.
  31. ^ "Sports Direct – Cork GAA". Retrieved 2025-02-19.
  32. ^ Cahill, Jackie (2024-08-20). "Sports Direct confirms three-year sponsorship extension of Ladies Gaelic Football Association's Gaelic4Mothers&Others Programme". Ladies Gaelic Football. Retrieved 2025-02-19.
  33. ^ "LOUTH GAA AND SPORTS DIRECT ANNOUNCE NEW PARTNERSHIP – Louth GAA". louthgaa.ie. Retrieved 2025-02-19.
  34. ^ "FAI and Sports Direct announce three-year partnership | Football Association of Ireland". Archived from the original on 30 May 2023. Retrieved 30 May 2023.
  35. ^ "FAI announce new sponsorship deal with Sports Direct". Irish Independent. 2023-05-30. Retrieved 2025-02-19.
  36. ^ "NIFL ANNOUNCE SPORTS DIRECT PARTNERSHIP". NI Football League. Retrieved 2025-02-19.
  37. ^ "Direct Mail", Encyclopedia of Sports Management and Marketing, 2455 Teller Road, Thousand Oaks California 91320 United States: SAGE Publications, Inc., 2011, doi:10.4135/9781412994156.n209, ISBN 978-1-4129-7382-3, retrieved 2025-02-19{{citation}}: CS1 maint: location (link)
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