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Sports Direct

Sports Direct is the UK’s largest retailer of sportswear. It was founded in 1982 as one store in Maidenhead, Berkshire, by Newcastle United owner Mike Ashley, who holds a 71% stake in the company. He controversially renamed St James’ Park the Sports Direct Arena in 2011, but a new sponsor reverted to the old name in 2012.

Currently, sportsdirect operate 420 sports stores in the UK alone, the majority of which trade under the band.

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