Sports Direct Audience in United Kingdom
Sports Direct has an estimated audience of 11,384,298 people in United Kingdom. 53.6% are female, 46.4% are male, average age 40.2. Top regions: England, South East, Yorkshire and the Humber. Top brand affinities: Heliopolis Sporting Club, Funk ostentação, Campeonato Brasileiro Série A, Exame Nacional do Ensino Médio, FC Bayern Munich.
The average Sports Direct fan in United Kingdom is 40.2 years old, balanced, and lives primarily in England. The audience is concentrated in England, South East, Yorkshire and the Humber. Top brand affinities include Heliopolis Sporting Club, Funk ostentação, Campeonato Brasileiro Série A, with strongest over-indexing on Heliopolis Sporting Club (43.28× the country average). Demographically, the Sports Direct audience skews balanced with an average age of 40.2, and over-indexes on personality traits such as Convenience Orientation, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Brand · Subtype: Sportswear
Demographics of Sports Direct fans
| Metric | Value |
|---|---|
| Female | 53.6% |
| Male | 46.4% |
| Average age | 40.2 |
| Estimated audience size | 11,384,298 |
Audience persona
The typical Sports Direct fan in United Kingdom is balanced, around 40.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Heliopolis Sporting Club.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 8,538,224 | 1.33× |
| South East | 1,269,018 | 0.83× |
| Yorkshire and the Humber | 1,248,191 | 1.37× |
| East of England | 1,194,678 | 1.15× |
| Scotland | 756,389 | 0.74× |
| East Midlands | 705,533 | 0.88× |
| South West | 699,668 | 0.75× |
| West Midlands | 690,175 | 1.41× |
| Wales | 593,919 | 0.91× |
| North West | 587,224 | 0.48× |
| North East | 501,138 | 1.13× |
| Northern Ireland | 357,327 | 1.02× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Heliopolis Sporting Club | 43.28× | Sports |
| Funk ostentação | 25.07× | Music & Radio |
| Campeonato Brasileiro Série A | 16.99× | Sports |
| Exame Nacional do Ensino Médio | 13.62× | Business & Career |
| FC Bayern Munich | 2.13× | Sports |
| American Student Dental Association | 1.74× | Business & Career |
| Vestibular | 11.63× | Health |
| Bodybuilding & Fitness | 3.83× | Sports |
| JD Sports | 1.97× | Shopping |
| CeX (company) | 2.63× | Technology & Electronics |
| Música popular brasileira | 9.23× | Music & Radio |
| Dunnes Stores | 5.43× | Shopping |
| BBC Sport | 1.52× | Sports |
| Daily Star (United Kingdom) | 2.01× | News |
| Manchester City F.C. | 1.55× | Sports |
| Crossfit Training | 3.77× | Sports |
| Rapha (sportswear) | 6.89× | Cars & Mobility |
| Sky Sport | 1.95× | Sports |
| Bad Bunny | 4.51× | Music & Radio |
| Uber | 2.6× | Cars & Mobility |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Convenience Orientation | PREMIUM | 1.4 |
| Price Sensitivity | PREMIUM | 1.29 |
| Indulgence | JOY | 1.16 |
| Family Orientation | CONSERVATISM | 1.13 |
| Luxury Orientation | PREMIUM | 1.08 |
| Social Media Usage | JOY | 1.03 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 54.9% |
| Ireland | 12.2% |
| Malaysia | 3.2% |
See Sports Direct audiences in other countries
More Sportswear audiences in United Kingdom
- Nike (8,757,952)
- Adidas (8,465,116)
- New Balance (5,607,987)
- ASICS (3,293,062)
- Foot Locker (3,080,490)
Frequently asked questions
How many fans does Sports Direct have in United Kingdom?
Sports Direct has an estimated audience of 11,384,298 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Sports Direct fans?
53.6% of Sports Direct fans are female, 46.4% are male, with an average age of 40.2 years.
Which brands do Sports Direct fans like most?
Sports Direct fans show strongest brand affinity for Heliopolis Sporting Club (43.28×), Funk ostentação (25.07×), and Campeonato Brasileiro Série A (16.99×) over the country average.
Where do Sports Direct fans live in United Kingdom?
Sports Direct fans in United Kingdom are most concentrated in England (reach 8,538,224), South East (reach 1,269,018), and Yorkshire and the Humber (reach 1,248,191). These three regions account for the largest share of the active audience.
What other brands do Sports Direct fans also like?
Beyond Sports Direct itself, the audience over-indexes on Funk ostentação (25.07×), Campeonato Brasileiro Série A (16.99×), Exame Nacional do Ensino Médio (13.62×), and FC Bayern Munich (2.13×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom who actively search for Sports Direct. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.