Retailers are increasingly brand-conscious in the tough economic environment, as it becomes more important to win customer loyalty.

But Sports Direct might be accused of taking things a bit too far. After adorning sports stadiums and the giant mugs that sit behind its tills, it seems the no-nonsense logo is now being stretched to even less athletic merchandise.

Shoppers can pick up branded lunch boxes, felt-tip pens and even travel adaptor plug sockets, which are being sold in the retailer’s stores and on its website.

Sports Direct has got the homewares and electricals market covered, whatever next? Sports Direct branded pasta, or wine perhaps?