Sports Direct Audience in United States

Sports Direct logo

Sports Direct has an estimated audience of 329,704 people in United States. 51.3% are female, 48.7% are male, average age 31.2. Top regions: California, New York, Florida. Top brand affinities: Life Style Sports, Dunnes Stores, JD Sports, Tesco, Therapy?.

The average Sports Direct fan in United States is 31.2 years old, balanced, and lives primarily in California. The audience is concentrated in California, New York, Florida. Top brand affinities include Life Style Sports, Dunnes Stores, JD Sports, with strongest over-indexing on Life Style Sports (388.51× the country average). Demographically, the Sports Direct audience skews balanced with an average age of 31.2, and over-indexes on personality traits such as LGBTQ+ Identity, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Fashion & Accessoires · Type: Brand · Subtype: Sportswear

Demographics of Sports Direct fans

Demographic split for Sports Direct audience in United States
MetricValue
Female51.3%
Male48.7%
Average age31.2
Estimated audience size329,704

Audience persona

The typical Sports Direct fan in United States is balanced, around 31.2 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Life Style Sports.

Top regions in United States

Top regions ranked by reach for Sports Direct in United States
RegionReachAffinity
California52,2161.44×
New York40,9572.22×
Florida30,2911.36×
Texas30,1171.06×
Illinois12,7401.16×
Georgia12,5951.24×
New Jersey12,4871.49×
Virginia11,3171.41×
Pennsylvania9,7670.88×
North Carolina9,5860.97×
Massachusetts8,7801.35×
Ohio8,0380.79×
Tennessee7,9771.21×
Washington7,7501.17×
Maryland6,6691.18×
Arizona6,3050.94×
Michigan6,0900.71×
Washington, District of Columbia6,0296.08×
Indiana4,5320.75×
Colorado4,2210.81×
Oregon4,2041.11×
Missouri4,0600.76×
Connecticut3,9521.2×
Nevada3,7191.17×
Alabama3,5040.76×
South Carolina3,4660.7×
Minnesota3,2890.7×
Wisconsin3,1370.63×
Louisiana2,8490.67×
Kentucky2,8390.69×
Kansas2,4430.94×
Oklahoma2,3450.64×
Utah2,0520.69×
Arkansas1,7250.64×
Iowa1,6310.6×
Mississippi1,5730.58×
New Hampshire1,1620.89×
Rhode Island1,1221.07×
Nebraska1,0990.66×
Maine1,0200.86×
New Mexico1,0170.61×
Hawaii9480.67×
West Virginia9300.61×
Idaho8590.52×
Delaware7420.82×
Alaska6400.91×
Montana5300.58×
Vermont3510.61×
North Dakota3220.47×
South Dakota3170.42×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Sports Direct audience
BrandAffinityCategory
Life Style Sports388.51×Shopping
Dunnes Stores217.02×Shopping
JD Sports27.61×Shopping
Tesco35.42×Shopping
Therapy?25.19×Music & Radio
Brown Thomas118.74×Business & Career
Walkman43.41×Technology & Electronics
Arnotts (Ireland)169.95×Shopping
University of Central Missouri42.11×Business & Career
Leinster Rugby101.08×Sports
Owen Farrell160.72×Sports
Paul Newman9.82×Movies & TV
Luke Kuechly17.82×Sports
FIFA World Cup2.2×Sports
Real Madrid C.F.2.6×Sports
Ted Baker10.51×Fashion & Accessoires
The Big C (TV series)11.83×Movies & TV
Lamine Yamal5.1×Sports
Fashion Nova2.64×Shopping
Jack Wills42.6×Fashion & Accessoires

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Sports Direct audience
TraitClusterScore
LGBTQ+ IdentityOPEN1.94
Family OrientationCONSERVATISM1.64
Luxury OrientationPREMIUM1.41
Early Adopter MentalityPOWER1.39
Sports ActivityPOWER1.36
Quality AwarenessPREMIUM1.23

Worldwide distribution

Worldwide audience distribution share by country for Sports Direct
CountryShare
United Kingdom54.9%
Ireland12.2%
Malaysia3.2%

See Sports Direct audiences in other countries

More Sportswear audiences in United States

Frequently asked questions

How many fans does Sports Direct have in United States?

Sports Direct has an estimated audience of 329,704 people in United States, concentrated in California and New York.

What is the gender split and age of Sports Direct fans?

51.3% of Sports Direct fans are female, 48.7% are male, with an average age of 31.2 years.

Which brands do Sports Direct fans like most?

Sports Direct fans show strongest brand affinity for Life Style Sports (388.51×), Dunnes Stores (217.02×), and JD Sports (27.61×) over the country average.

Where do Sports Direct fans live in United States?

Sports Direct fans in United States are most concentrated in California (reach 52,216), New York (reach 40,957), and Florida (reach 30,291). 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 Dunnes Stores (217.02×), JD Sports (27.61×), Tesco (35.42×), and Therapy? (25.19×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States 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 States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.