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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. 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. It is listed on the London Stock Exchange and it is a constituent of the FTSE 100 Index.

Early history
The company was founded by Mike Ashley in 1982 as a single store in Maidenhead trading under the name of "Mike Ashley Sports".

Operations
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.