Sports Direct has launched a sports news website dedicated to breaking exclusive stories in a bid to connect with new customers.

SportsDirect News, a £1m joint venture between the retailer and My London News, went live this week. Its aim is to generate over 110 stories per day on major sports news and will feature star columnists.

Sports Direct believes the news site will become a “brand asset” in the UK and internationally. It soft launched in October 2012 publishing around 60 articles per week which was provided by third party content providers while the editorial team was put in place.

“This project has a very realistic chance of having a big impact on the fortunes of Sports Direct,” said SportsDirect News managing director Oskar Thorvaldsson.

“We’ve recruited an exciting team of experienced and hungry young sports journalists who have proved the concept works. We will be beefing up the content as we progress and readers can expect star names to giving us exclusive insights across a range of sports.”