Operations
Sports Direct has around 700 stores across the UK and several other European countries. The company expanded into the European Union in the mid-2000s, and by 2024, it had a presence in countries including France, Greece, Spain, and the Netherlands. In Denmark, SportsMaster operates under the Sports World brand, which it acquired in 2022.[4][22] Sports Direct continues to use its Sports World branding in some markets. As of 2024, there were approximately 170 Sports Direct stores operating within the European Union, primarily focusing on sporting goods and apparel. In Asia, Sports Direct expanded its operations into Malaysia, where it operates several stores under the SportsDirect and Sports World brands.[23][24] Sports Direct entered the Indonesian market in 2024 in partnership with Mitra Adiperkasa; most outlets are located inside Sogo department stores that are operated by Mitra Adiperkasa.[25]
In 2021, Sports Direct collaborated with the design agency Venturethree to develop a new brand strategy and identity. The rebrand introduced a new logo featuring an equal sign, symbolising equality and inclusivity, and emphasised accessibility in sports.[19] As part of this strategy, the company refurbished several flagship stores. Its Oxford Street flagship store in London underwent a £10 million revamp, incorporating digital technologies such as interactive displays.[26] The elevation strategy also involved expanding into "premium" and "lifestyle" segments. Sports Direct opened new flagship stores in Manchester and Cardiff, featuring areas for high-end brands and specialised sporting categories. For example, the Cardiff flagship introduced an "Outdoor Concept", with products tailored to outdoor enthusiasts.[27]
In 2021, Sports Direct's parent company, Frasers Group, began integrating Sports Direct stores with other brands under its portfolio, such as USC, GAME and Evans Cycles. This consolidation aimed to provide a "more comprehensive retail experience" and streamline operations.[28]
The elevation strategy has led to the closure of some smaller stores, particularly those under 20,000 square feet, to focus on larger flagship locations.[29]
In February 2025, parent company Frasers Group announced a 10-year partnership with distributor GMG to open 50 Sports Direct stores in the Middle East and North Africa.[30]
In August 2025, Sports Direct opened its first store in Malta in a partnership with Hudson Group.[31]
In April 2025, it was announced that stores would open across Australia and New Zealand in a partnership with Accent Group.[32] The first Australian store opened in November 2025.[33]
