Discover Sports Direct

Founded in 1982, Sports Direct International PLC is today the UK's largest sporting good retailer, and operates a diversified portfolio of sports, fitness, fashion and lifestyle fascias and brands.


FY16 Group Revenue


European Countries


International Brands




E-Commerce Sites

Stores Worldwide

We operate c. 700 sports stores in the UK and continental Europe, c. 427 of which trade under the fascia.

Enhanced Shopping Experience

Discover utilising the latest technologies to make your shopping experience even better. All our websites are fully responsive and offer a unique online shopping experience with our new features such as boot finder and micro sites.

App Store Google Play

Store Finder

Find your local Sports Direct store using our Store selector.

Search for Stores

Our History

  1. 1982

    Business Founded

    Business founded by Mike Ashley in Maidenhead

  2. 1996


    Rebranded 'Sports Soccer' and acquired Donnay

  3. 2000

    International expansion - Belgium

    International expansion with store openings in Belgium

  4. 2002

    Lillywhites and Lonsdale

    Acquired ‘Lillywhites’ stores and Lonsdale brand

  5. 2003

    Retail portfolio increases

    Retail portfolio increases to 150 stores

  6. 2004

    Dunlop, Slazenger, Carlton and Karrimor

    Acquired Dunlop, Slazenger, Carlton, Karrimor

  7. 2005

    Campri, LA Gear, No Fear, Title, Voodoo Dolls

    Acquired Campri, LA Gear, No Fear, Title, Voodoo Dolls

  8. 2006


    Acquired world famous fashion brand Kangol

  9. 2007

    Stock Exchange

    Listed on London Stock Exchange

  10. 2008

    Everlast, Worldwide Inc, Field & Trek, Sport 2000

    Acquired Everlast, Worldwide Inc, Field & Trek and Sport 2000

  11. 2009

    UK market leadership

    Established UK market leadership with sales exceeding £1.0bn

  12. 2011

    International expansion - Portugal

    International expansion continued with stores opening in Portugal

  13. 2012

    USC, Cruise, Van Mildert, Flannels Firetrap, No Fear, Hot Tuna

    Acquired USC, Cruise, Van Mildert, Flannels Firetrap, No Fear, Hot Tuna

  14. 2013

    International expansion - Austria and Baltics

    International expansion, acquiring Eybl in Austria and Sportland in the Baltics

  15. 2014


    Acquired balance of Eybl and stakes in Debenhams and HoF

  16. 2015

    Shirebrook development

    The latest phase of the ongoing Shirebrook campus development is now complete

Find Your Perfect Career

Sports Direct has a strong working culture, we are proud of our people and champion them in all their endeavours. The #SDfamily is about unity, it's about being heard, it's about making a difference every day. Find out more on Facebook and Instagram.

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