SportsDirect.com Coupons & Promo Codes

The company was founded by Mike Ashley in 1982 as a single store in Maidenhead trading under the name of Mike Ashley Sports. In 1984 Preston Sports shop was opened in London and by 1992 the Company had 12 stores. 1995 to 1996 saw the stores change to Sports Soccer along with the re location of head office and warehouse to a 100000 sq. foot unit in Dunstable. The number of retail stores had now increased to 50 along with the acquisition of the Donnay tennis and golf brand. Ashley incorporated the business in 1999. By 2000 the business had 80 stores and had formed a joint venture in Belgium with 22 stores trading as Disport.The Lillywhites chain of 10 stores and the Lonsdale brand were acquired in 2002 and by 2003, the number of retail stores had increased to 150. In 2005 the company began a major rebrand of the stores changing the fascias to Sports World.