A data profile of the people who buy, follow and care about Sports Direct in United Kingdom — modelled from more than twelve digital signal sources. Sports Direct has an estimated audience of 11,384,298 people in United Kingdom.
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, FIFA World Cup 2026, 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 Sports Activity, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Sports Direct fan in United Kingdom is balanced, around 40.2 years old, with strong Sports Activity tendencies and a notable affinity for Heliopolis Sporting Club.
The key figures that characterise the Sports Direct profile in United Kingdom.
53.6% are female, 46.4% are male, average age 40.2.
| Metric | Value |
|---|---|
| Female | 53.6% |
| Male | 46.4% |
| Average age | 40.2 |
| Estimated audience size | 11,384,298 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 21% | |
| 30-39 | 23% | |
| 40-49 | 21% | |
| 50+ | 20% |
of the worldwide Sports Direct audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 52.4% |
| Ireland | 11.9% |
| Malaysia | 3.1% |
Where the Sports Direct audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~700K | 1.41× | |
| 02 | Yorkshire and the Humber | ~1M | 1.36× | |
| 03 | England | ~8.5M | 1.33× | |
| 04 | East of England | ~1M | 1.15× | |
| 05 | North East | ~500K | 1.13× | |
| 06 | Northern Ireland | ~400K | 1.02× | |
| 07 | Wales | ~600K | 0.91× | |
| 08 | East Midlands | ~700K | 0.88× | |
| 09 | South East | ~1.5M | 0.83× | |
| 10 | South West | ~700K | 0.75× | |
| 11 | Scotland | ~800K | 0.74× | |
| 12 | North West | ~600K | 0.48× |
The strongest cross-interests of the Sports Direct audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Heliopolis Sporting Club | Sports | 43.28× | ||
| 02 | Funk ostentação | Music & Radio | 25.07× | ||
| 03 | Exame Nacional do Ensino Médio | Business & Career | 13.62× | ||
| 04 | Vestibular | Health | 11.63× | ||
| 05 | Música popular brasileira | Music & Radio | 9.23× | ||
| 06 | Rapha (sportswear) | Cars & Mobility | 6.89× | ||
| 07 | Orange | Technology & Electronics | 6.89× | ||
| 08 | Bad Bunny | Music & Radio | 4.51× | ||
| 09 | Bodybuilding & Fitness | Sports | 3.83× | ||
| 10 | Crossfit Training | Sports | 3.77× | ||
| 11 | CeX (company) | Technology & Electronics | 2.63× | ||
| 12 | Uber | Cars & Mobility | 2.60× | ||
| 13 | Daily Star (United Kingdom) | News | 2.01× | ||
| 14 | JD Sports | Shopping | 1.97× | ||
| 15 | Sky Sport | Sports | 1.95× | ||
| 16 | Cars (film) | Movies & TV | 1.94× | ||
| 17 | FIFA World Cup 2026 | Sports | 1.79× | ||
| 18 | American Student Dental Association | Business & Career | 1.74× | ||
| 19 | Manchester City F.C. | Sports | 1.55× | ||
| 20 | BBC Sport | Sports | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 1.15× | |
| Early Adopter Mentality | POWER | 1.15× | |
| Luxury Orientation | PREMIUM | 1.07× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.63× | |
| Indulgence | JOY | 0.67× | |
| Convenience Orientation | PREMIUM | 0.73× |
Sports Direct's target market in United Kingdom covers an estimated 11,384,298 people, concentrated in England and South East.
53.6% of the Sports Direct audience are female, 46.4% are male, with an average age of 40.2 years.
Sports Direct fans show strongest brand affinity for Heliopolis Sporting Club (43.28×), Funk ostentação (25.07×), and FIFA World Cup 2026 (1.79×) over the country average.
Sports Direct fans in United Kingdom are most concentrated in England (reach ~8.5M), South East (reach ~1.5M), and Yorkshire and the Humber (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Sports Direct itself, the audience over-indexes on Funk ostentação (25.07×), FIFA World Cup 2026 (1.79×), Exame Nacional do Ensino Médio (13.62×), and American Student Dental Association (1.74×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
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.
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.
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