Sports Direct sports sponsorship and partnership deals

Reviewed by Taleb Kabbara.

Prism has tracked 2 source-linked sports-business deals involving Sports Direct since 2021, most recently Sydney FC partners with Sports Direct (17 March 2026). It is most active in partners with and primary sponsor of.

Key facts

HQ country	GB
Source-linked deal count	2
First deal date	17 April 2021
Latest deal date	17 March 2026
Top recorded categories	partners with, primary sponsor of
Last updated	13 July 2026

Latest source-linked deals

17 March 2026 — Sydney FC Scores Major Retail Partnership with Sports Direct - Ministry of Sport Reported — Original source (ministryofsport.com)
17 April 2021 — Sports Direct to pay €2m over five years as primary sponsor of Cork GAA Reported — Original source (www.sportbusiness.com)

Frequently asked questions

What sports sponsorships does Sports Direct have?

Prism lists 2 source-linked sports-business deal records for Sports Direct. Follow each publisher link for the original wording and context.

Who has Sports Direct partnered with recently?

The latest three source-linked records appear above. They are reported records; check each publisher for current details.

Where does this information come from?

The summary is based on Prism Radar records and links to the original publisher for each item.

Full deal history and contacts are available to Prism members. See membership options.