Growth
Sports Direct against its category
The biggest tracked UK sporting goods store chains by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Sports Direct's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 |
S
Sports Direct
|
-6.4% |
| 2 |
G
GO Outdoors
|
+10.9% |
| 3 |
D
Decathlon
|
+8.3% |
| 4 |
A
American Golf
|
+3.9% |
| 5 | J JJB Sports | -34.9% |
| 6 | T The Sportsman | +14.0% |
| 7 | S Sportack Saddlery | +4.7% |
| 8 |
B
Brentford FC
|
-20.1% |
| 9 | M Mole Avon Country Stores | - |
| 10 | A Aston Villa FC Shop | - |
Share of tracked category spend, indexed
Store footprint
Store map
404 tracked Sports Direct locations across 12 of the UK's 12 regions and nations.
Tracked stores by region
- London 67
- South East 49
- East of England 41
- North West 41
- Scotland 36
- Yorkshire and The Humber 35
- South West 32
- West Midlands 29
- East Midlands 26
- North East 21
- Wales 19
- Northern Ireland 8
Customer overlap
Who shops at Sports Direct
Tracked chains Sports Direct customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
Y
YO! Haverfordwest Tesco Kiosk
100
Y
YO! Ayr Tesco Kiosk
64
Y
YO! Exmouth Tesco Kiosk
59
T
Tesco Extra
49
Tesco Extra
49
Y
YO! Bletchley Tesco Kiosk
42
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