Back to All Companies

Sports Direct | Company Profile, Marketing Contacts, Media Spend, Brands

Sports Directs sells sports equipment, apparel, and accessories at a discount. it offers products for multiple sports, men, women, and children.

Main Telephone 0845 1299 200
Main Fax 0870 838 7151
Primary Address
Sports Direct International plc
Unit A
Shirebrook, Nottinghamshire NG20 8RY

Sports Direct Contacts

Contacts (5/10)
Name Title City
Mike A. Chief Executive Officer Nottinghamshire
Sample of Associated Brands
Email: *****@*******.***
Main Phone: 0845 1299 200
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Sports Direct International plc
Unit A
Shirebrook, Nottinghamshire
NG20 8RY

Vincent S. Associate Marketing Director Nottinghamshire
Karen B. Operations Director Nottinghamshire
Rebekah W. Brand Marketing Manager Nottinghamshire
Barney J. Influencer Marketing Manager Nottinghamshire

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Sports Direct ******
Lillywhites *
Slazenger *

Agency Relationships

Brand Agency Service From To
****** ****** ***** ***** media buying unknown present
****** ****** ***** ***** media planning unknown present

See Winmo sales intelligence in action

Recent Discussions

Who is the Chief Executive Officer of Sports Direct?

Who is the marketing contact for Apparel & Accessories in Nottinghamshire

What is the email of the Associate Marketing Director of Sports Direct?

What is direct phone of the Operations Director of Sports Direct?

Who is the media buying agency of Sports Direct?

Your personal LinkedIn network connections

Your personal LinkedIn network connections


Sports Direct Fitness loses CEO, but continues to plan for aggressive biz developments

Subject: B2B, Retail, Sports Marketing, Growth, Expansion.

Company: Sports Direct Fitness, the leading sport's retailer in the UK with branches across Europe.

Opportunity: Despite disrupted acquisition attempts with other major businesses, Sports Direct is set for aggressive expansion with the hire of new executives and an investment of £250m to fuel growth.

Owner Mike Ashley was presented with the idea of a dual-use gym and retail concept that the company devised, and he is now ready to begin rolling out these new sites, 16 of which are planned for 2016. First, the company wants to gain a stronger foothold in the South East of England to reach its ultimate goal of 200 gyms nationwide.

Mr. Michael Murray, formerly of Central London Properties, has joined as the new property director to carry out this expansion. In 2014, the company began to move into new sites by acquiring former LA Fitness locations (though it didn’t accomplish acquiring the LA Fitness chain; Pure Gym won that bidding war).

Finally, we’ve learned that CEO at Sports Direct, Mr. Dave Forsey, stepped down from his role in early August and will appear in court to face criminal charges related to the collapse of fashion retailer UCS. As a result, shares dropped Sports Direct by close to 7%.

Mr. Forsey’s exit could be the start of some significant leadership changes for Sports Direct; shareholders have reportedly been frustrated with the company for the “secretive way” Mike Ashley and certain leadership run the business, with little regard for the opinions of the company’s Board.

Keep a close eye on Sports Direct. We may see new leaders join, including marketers, especially ahead of expansion. It may soon be time for agency shifts with all the changes occurring for the business.

Failed Acquisitions: The sports retailer has been attempting to expand the UK business, with plans first to acquire announced in January that it had terminated the put option over a 6.6% stake in Debenhams and had, at the same time, entered into a new Put Option Agreement with Goldman Sachs International referencing 128,927,113 ordinary shares of Debenhams.

In September, we did learn that the company successfully obtained  a 19% stake in Findel, the online specialist and the owner of replica football strip retailer Kitbag. There is speculation that this purchase was so that Mr. Mike Ashley could disrupt the reported impending sale of Kitbag with an unknown buyer.

Apparently Mr. Ashley has a history of strategically purchasing stakes in businesses in order to have some say in the activities of company Boards

Media Spend: Sports Direct spent £595.5k in total measured media during the first two quarters of 2015, according to Nielsen. This is after the company bumped up media spend by 499% in 2014 compared to 2013. TV and Internet saw a jump in spend during the first half compared to the first two quarters of 2014. TV had the most total investment compared to all other categories.

Agency Roster: Powerscourt.

Sports Direct International
Unit A, Brook Park East, Shirebrook, Nottinghamshire, NG20 8RY, 0845 1299 200
F: 0870 838 7151

Mr. Vincent Smith
Associate Director – Marketing

Ms. Emma Parker
Search Marketing Manager

Mr. David Newbury
Head of Brand Marketing

Arena Media
60 St Martin's Lane, London, WC2 N4JS, 020 7182 6400

Mr. Andrew Johnston
Head of Vision

Ms. Manpreet Khatkar
Senior Planner Buyer