Sports Direct

Sports Direct
	Sports Direct store, York
Formerly	Mike Ashley Sports (1982–1997); Sports Soccer (1997–2003); Sports World (2003–2008 UK);
Type	Private
Industry	Retail
Founded	1982
Founder	Mike Ashley
Headquarters	Shirebrook, England
Number of locations	715 stores (2024)
Area served	Stores Australia; Austria; Belgium; Bulgaria; Cyprus; Czech Republic; Denmark; Estonia; Finland; France; Hungary; Iceland; Ireland; Latvia; Lithuania; Luxembourg; Malaysia; Malta; Netherlands; Poland; Portugal; Romania; Slovakia; Slovenia; Spain; United Kingdom; Online only Croatia; Germany; Greece; Italy; Moldova; Netherlands; New Zealand; Singapore; United States;
Key people	Lauren Barrie (Chief Retail Officer); Dan Banks (Head of Sports Retail UK);
Products	Clothing; Footwear; Sportswear; Accessories;
Owner	Frasers Group
Number of employees	approx. 20,000 (2024)
Parent	Frasers Group Trading Limited
Divisions	Lillywhites; Game;
Website	SportsDirect SportsWorld

Sports Direct is a British retail company owned by Frasers Group. The company was founded in 1982 by Mike Ashley and was originally based in Maidenhead, England. It specialises in the sale of sports equipment, clothing, footwear, and accessories, operating both physical outlets and an online store.

The company operates internationally across Europe, as well as in Australia, Malaysia, New Zealand, Singapore, and the United States. Some Frasers Group fascias, such as USC, Game, and Evans Cycles, also operate within selected Sports Direct stores. In recent years, Sports Direct stores have been incorporated into new Frasers outlets.