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.

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

News
Sports Direct opens first Finland flagship in Nordics debut
2026-06-01T06:36:00+01:00By Hugh Radojev
Frasers Group has opened the doors of its first ever Nordic store, with a new flagship in the Finnish capital of Helsinki.
News
Mike Ashley admits orchestrating filming that ousted JD Sports’ Peter Cowgill
2026-05-11T06:10:00+01:00By Ellis Hawthorne
Mike Ashley, has admitted to arranging covert footage of his rival Peter Cowgill that ultimately forced the JD Sports chairman out of the company, and Cowgill has now hit back.
News
Frasers Group launches premium Slazenger spin-off fashion label
2026-04-17T12:00:00+01:00By Aoife Morgan
Frasers Group has reimagined its sports brand Slazenger with the launch of Off-Court, a premium fashion label.

More on Sports Direct

Chart of the Week

Chart: Vinted now has more customers in the UK than all but two fashion brands

2026-02-10T00:01:00+00:00By George Arnett and Aoife Morgan

Data from platform SpendMapper, shared exclusively with Retail Week, suggests that the secondhand trading platform had 17 million customers in 2025, with Next and Primark the only fashion brands with more

News

Frasers Group acquires majority shareholding in Italian retailer

2026-02-05T14:50:00+00:00By Megan Robinson

Frasers Group has entered a strategtic partnership by acquiring a majority sharedholding in an Italian retailer as it continues with European expansion.

Sports Direct membership folded into Frasers Plus
2026-01-16T16:44:00+00:00By Aoife Morgan
Former Frasers Group Sports MD joins New Balance
2026-01-08T12:49:00+00:00By Aoife Morgan
Acquisitions, softer trading and green shoots in luxury – key takeaways from Frasers’ results
2025-12-04T16:48:00+00:00By Aoife Morgan
Reviewed: The best retailer Christmas adverts of the year
2025-11-17T07:00:00+00:00By Ellis Hawthorne

Sports Direct enlists sporting legends for 2025 Christmas ad
2025-11-04T16:41:00+00:00By Aoife Morgan
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
Sports Direct unveils latest ‘elevated’ flagship in Liverpool
2025-10-17T16:56:00+01:00By Aoife Morgan
Frasers Group expands into agentic AI commerce
2025-10-17T06:19:00+01:00By Aoife Morgan

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