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SportsDirect.com Retail Limited
Trade name	Sports Direct
Formerly	Mike Ashley Sports; Sports Soccer (1997–2003); Sports World (2003–2008);
Company type	Private
Industry	Retail
Founded	1982; 42 years ago
Founder	Mike Ashley
Headquarters	Shirebrook
Number of locations	715 stores (2023)
Area served	United Kingdom, Europe, Asia
Number of employees	30,000
Parent	Frasers Group
Website	SportsDirect.com

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SportsDirect.com Retail Limited, commonly known as Sports Direct is a British sports retail store founded by Mike Ashley in 1982 in Maidenhead under the name 'Mike Ashley Sports"

As of 2024 Sports Direct has over 715 stores internationally in countries such as United Kingdom, Spain and Malaysia with over 30,000 current staff.

The company's business model is one that operates under low margins.^[2] Mike Ashley has continued to hold a majority stake in the parent company Frasers Group, and his holding has been 61.7 percent since October 2013.^[3] It is listed on the London Stock Exchange and it is a constituent of the FTSE 100 Index.^[4]

History[edit]

Early history[edit]

The company was founded by Mike Ashley in 1982 as a single store in Maidenhead trading under the name of "Mike Ashley Sports".^[5]^[6]

Operations[edit]

Sports Direct-branded stores exist under a franchising agreement in South Africa and the Middle East. In 2006 it overtook JJB Sports as the UK's largest sportswear retailer.^[7]

^ "SportsDirect.com Retail Limited". Companies House. Retrieved 12 October 2021.
^ Millar, Michael (12 September 2013). "How Sports Direct beat the opposition". BBC News. Retrieved 10 February 2014.
^ Titcomb, James (24 October 2013). "Ashley sells £106m in Sports Direct shares". The Daily Telegraph. London. Archived from the original on 12 January 2022. Retrieved 10 February 2014.
^ "Meggitt (UK): Constituent Deletion - Update: Changes in FTSE UK Index Series". 8 September 2022. Retrieved 12 September 2022.
^ "History". Sports Direct. 2012. Archived from the original on 5 February 2012. Retrieved 1 October 2016 – via Wayback Machine.
^ "Revealed UK's first sports kit billionaire". The Times. 9 April 2006. Retrieved 23 May 2010.
^ Seawright, Stephen (6 April 2006). "Sports World International sales climb 45pc and knock JJB off top spot". The Daily Telegraph. London. Archived from the original on 21 April 2013. Retrieved 23 September 2008.

[1] "SportsDirect.com Retail Limited". Companies House. Retrieved 12 October 2021.

[2] Millar, Michael (12 September 2013). "How Sports Direct beat the opposition". BBC News. Retrieved 10 February 2014.

[3] Titcomb, James (24 October 2013). "Ashley sells £106m in Sports Direct shares". The Daily Telegraph. London. Archived from the original on 12 January 2022. Retrieved 10 February 2014.

[4] "Meggitt (UK): Constituent Deletion - Update: Changes in FTSE UK Index Series". 8 September 2022. Retrieved 12 September 2022.

[autogenerated3-5] "History". Sports Direct. 2012. Archived from the original on 5 February 2012. Retrieved 1 October 2016 – via Wayback Machine.

[billion-6] "Revealed UK's first sports kit billionaire". The Times. 9 April 2006. Retrieved 23 May 2010.

[7] Seawright, Stephen (6 April 2006). "Sports World International sales climb 45pc and knock JJB off top spot". The Daily Telegraph. London. Archived from the original on 21 April 2013. Retrieved 23 September 2008.

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