Sports Direct Head Office: 0843 504 0024

To contact Sports Direct head office for any reason, you can reach them via this number: 0843 504 0024.

Sports Direct

Sports Direct have long been one of the most talked about companies in Europe. With a head office based in Shirebrook, Nottinghamshire and run by the polarising figure of Mike Ashley, the man who famously bought his beloved Newcastle United football club and renamed the iconic St. James’ Park after his shop. (It was an exercise in branding to attract other sponsors a la the Etihad, the Emirates etc., the ground didn’t attract another sponsor and was eventually renamed as the Sports Direct Arena at St James’ Park). Ashley is a self-made billionaire who has made a real name for himself with some questionable business decisions and reckless gambling with certain decisions.

He famously settled a legal bill with a £200,000 bet (which he lost). In 2000 Ashley was party to a conversation with other sporting retailers who were eventually heavily fined for attempting to ‘fix’ the price of replica football shirts. Despite being eventually brought into the circle of retailers (JJB owner Dave Whelan was certainly not a supporter of Ashley’s) Mike decided to blow the whistle and contact the Office of Fair Trading resulting in the fines for those now defunct sports stores.

Sports Direct head office number

Sports Direct stores are still some of the most popular on the high street due to their pricing policy. Sports Direct have a real ‘stack them high, sell them low’ policy. The goods in store are plentiful and cheap. Over the years Ashley and Sports Direct have acquired rival sports stores and also brands too. Sports Direct own a near 30% stake in Blacks Leisure Group who own the store Millets, they also owned fashion retailers Republic and USC. Those two brands were merged recently after Republic went into administration. In possibly Mike’s most personal acquisition, Sports Direct acquired rival sports retailer JJB Sports from his rival (and the man who dismissed him on their first meeting) Dave Whelan. Sports Direct also own a 4.6% share of department store Debenhams and are currently looking at investing further in the Irish retail market by bidding to purchase Elvery’s the Irish supermarket.

In further deals struck at Sports Direct’s head office, the company acquired several sporting brands. Dunlop Slazenger the famous tennis racquet and ball manufacturers were bought out for around £40 million in 2004 closely followed in 2006 by a buyout of fashion brand Kangol for £12 million. Along with Dunlop and Donnay, these brands all still feature prominently in every store. One of the more controversial deals was with up market sporting goods store Lilywhites of London. The previously slightly pretentious brand is now under the Ashley umbrella and the store resembles the other Sports Direct venues adopting the same stack ‘em high, sell ‘em low policy.

Despite his sometimes aggressive dealings, his hoovering up of the competition, the slightly odd things that he does and apparently making his home at Christmas look like the Blackpool Illuminations turned up to eleven, Mike Ashley’s Sports Direct is one powerful high street corporate machine. Currently their Mansfield based head office are negotiating the aforementioned deal for Elvery’s which isn’t just a deal to break into the Irish market even further. Due to restrictions of sale on Adidas products, Ashley wants to acquire the brand so he can access the rugby replica kit market. Adidas are looking to restrict the supply of the Munster replica kit to Irish store Heatons, who are 50% owned by Sports Direct. Getting this deal will give them access to the stock they’d miss out on under the current climate and allow them to take control of the market.