A data profile of the people who buy, follow and care about Sports Direct in Ireland — modelled from more than twelve digital signal sources. Sports Direct has an estimated audience of 2,578,110 people in Ireland.
Sports Direct has an estimated audience of 2,578,110 people in Ireland. 60.8% are female, 39.2% are male, average age 39.3. Top brand affinities: Life Style Sports, National Rugby League, COS, Inter Milan, Home-improvement center.
Top brand affinities include Life Style Sports, National Rugby League, COS, with strongest over-indexing on Life Style Sports (1.63× the country average).
Demographically, the Sports Direct audience skews more female with an average age of 39.3, and over-indexes on personality traits such as Individualism, Social Media Usage.
The typical Sports Direct fan in Ireland is more female, around 39.3 years old, with strong Individualism tendencies and a notable affinity for Life Style Sports.
The key figures that characterise the Sports Direct profile in Ireland.
60.8% are female, 39.2% are male, average age 39.3.
| Metric | Value |
|---|---|
| Female | 60.8% |
| Male | 39.2% |
| Average age | 39.3 |
| Estimated audience size | 2,578,110 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 18% | |
| 30-39 | 23% | |
| 40-49 | 23% | |
| 50+ | 18% |
of the worldwide Sports Direct audience comes from Ireland.
| Country | Share |
|---|---|
| United Kingdom | 52.4% |
| Ireland | 11.9% |
| Malaysia | 3.1% |
The strongest cross-interests of the Sports Direct audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | The Big C (TV series) | Movies & TV | 1.82× | ||
| 02 | Cesc Fàbregas | Sports | 1.82× | ||
| 03 | Missguided | Fashion & Accessoires | 1.70× | ||
| 04 | Claudie Pierlot | Fashion & Accessoires | 1.68× | ||
| 05 | Munster Rugby Supporters Club | Sports | 1.65× | ||
| 06 | gold necklaces | Fashion & Accessoires | 1.64× | ||
| 07 | Life Style Sports | Shopping | 1.63× | ||
| 08 | COS | Shopping | 1.62× | ||
| 09 | Office Depot | Shopping | 1.62× | ||
| 10 | Outfit of the day | Fashion & Accessoires | 1.61× | ||
| 11 | FentyBeauty | Beauty & Wellness | 1.56× | ||
| 12 | And Other Stories | Shopping | 1.56× | ||
| 13 | Luka Modrić | Sports | 1.56× | ||
| 14 | Inter Milan | Sports | 1.54× | ||
| 15 | Maybelline | Beauty & Wellness | 1.53× | ||
| 16 | Pippa O'Connor | Movies & TV | 1.53× | ||
| 17 | Maje | Shopping | 1.52× | ||
| 18 | Home-improvement center | Home & Garden | 1.51× | ||
| 19 | English Premiership (rugby union) | Sports | 1.51× | ||
| 20 | National Rugby League | Sports | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.21× | |
| Social Media Usage | JOY | 1.04× | |
| Design Affinity | PREMIUM | 1.00× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.76× | |
| Need for Security | CONSERVATISM | 0.88× | |
| Patriotism | CONSERVATISM | 0.93× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Ireland 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 Ireland. 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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