Sports Direct

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.