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Sports Direct

Mike Ashley’s Sports Direct is the UK’s largest sports goods retailer, operating around 715 stores worldwide with more than 500 in the UK. Retail Week provides news, analysis, features and opinion about Sports Direct and the sports and leisure sector.

Sports Direct

Latest news and insight on Sports Direct from Retail-Week.com

Analysis
Acquisitions, softer trading and green shoots in luxury – key takeaways from Frasers’ results
2025-12-04T16:48:00+00:00By Aoife Morgan
Frasers Group reiterated its full-year outlook this week, despite revealing that “tough market conditions” had hit sales within its UK retail businesses.
Feature
Reviewed: The best retailer Christmas adverts of the year
2025-11-17T07:00:00+00:00By Ellis Hawthorne
We’ve gathered a panel of experts from Adland to deliver their verdict on some of the biggest retailer adverts of 2025.
Video
Sports Direct enlists sporting legends for 2025 Christmas ad
2025-11-04T16:41:00+00:00By Aoife Morgan
Sports Direct has teamed up with several sporting legends, including Lionesses Michelle Agyemang and Lauren James, for its 2025 winter campaign.

More on Sports Direct

Frasers CCO: Elevate will be ‘one of the largest retail media networks’ in the UK by 2028

2025-10-20T06:21:00+01:00By Hugh Radojev

Speaking exclusively to Retail Week, Frasers chief customer officer David Clark lays out his expansion plans for the brand’s retail media business Elevate.

Sports Direct unveils latest ‘elevated’ flagship in Liverpool

2025-10-17T16:56:00+01:00By Aoife Morgan

Frasers Group has opened the doors to its new 65,000 sq ft ‘elevated’ Sports Direct flagship on Liverpool’s Church Street

Frasers Group expands into agentic AI commerce
2025-10-17T06:19:00+01:00By Aoife Morgan
Frasers Group profits rise but Budget costs pose challenge
2025-07-17T06:20:00+01:00By George MacDonald
Sports Direct reported to the regulator for pricing practices
2025-06-06T05:59:00+01:00By Ellis Hawthorne
Frasers strikes deal to launch Sports Direct in Australia and NZ
2025-04-15T06:21:00+01:00By Ellis Hawthorne

Frasers Group bolsters presence in Asia with new Sports Direct stores
2025-03-24T15:51:00+00:00By Chloe Mills
Frasers enters new retail partnership to expand ‘ambitious international growth plans’
2025-02-27T16:43:00+00:00By Megan Robinson
Sports Direct launches new membership programme in latest loyalty push
2025-02-26T07:00:00+00:00By Chloe Mills
Q&A: Frasers Group chief customer officer talks Sports Direct membership, building loyalty and unlocking success
2025-02-26T07:00:00+00:00By Chloe Mills

All Sports Direct content from Retail-Week.com

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