JJB Sports will back new own-brand labels to reverse its fortunes after profits slumped in the six months to July 29.

Adjusted profits before tax fell 58.3 per cent to£8.3 million in the 26 weeks to July 29, down from£19.9 million the year before. Revenues dropped 4.3 per cent to£365.3 million and like-for-likes fell 4.4 per cent.

The retailer said that the figures reflect the tough comparatives against the World Cup last year and added that it will introduce own-brand labels to improve revenues in the category.

In the eight weeks to September 23, revenues were up 4.9 per cent and like-for-likes increased 5.2 per cent.

Non-executive chairman Roger Lane-Smith said: “Although we expected a fall in profits with no major football tournament this year, these results are still disappointing. Under the leadership of our new chief executive, Chris Ronnie, we are implementing measures to ensure that we reduce our dependency on tournament years and improve the performance of all product categories in our retail stores, with particular focus on own brands.”