Sports Direct Sale Dates 2024 (UK)

Sports Direct ( is the UK's largest sporting goods retailer, offering a wide range of products from top brands at affordable prices both online and in over 700 stores across the UK and Europe. Founded in 1982, Sports Direct has grown to become a staple on the British high street with its slogan “Sports Starts Here”, providing equipment and apparel for major sports as well as fitness activities and general athleisure wear.

The company is well-known for its sales events offering deep discounts, making it popular for bargain hunters and deal seekers. Sports Direct runs several seasonal sales throughout the year on items such as football kits, running shoes, gym wear, and camping equipment. The sales draw large crowds eager to get quality gear at reduced prices.

Sports Direct Sale Dates in 2024

Sale EventEstimated DateDescription
Winter SaleJanuary 3rd – 31stUp to 70% off cold weather apparel and equipment
Half-Term SaleMid FebruaryDiscounts on kids clothing and shoes
Easter SaleApril 7th – 22ndSavings on sportswear perfect for spring
Summer SaleJune 21st – July 14thHot deals on items like swimwear, shorts, tees
Back to School SaleMid AugustDeals on backpacks, tracksuits, trainers and more
Black Friday SaleNovember 24thSome of the best discounts of the year online and in-store
Christmas SaleDecember 12th – 24thLast minute deals on gifts ideas like fitness trackers, boots, and sports bags
Boxing Day SaleDecember 26thDoorbuster deals launch early in-store and online
New Year's SaleDecember 26th – January 5thAdditional end-of-year savings in-store and online

Popular Sale Events at Sports Direct

Black Friday Sale

One of the most popular sales at Sports Direct is the Black Friday sale held each November with huge savings in stores and online. Shoppers can expect up to 80% off big name brands like Nike, Adidas, Puma and more. It's the perfect time to get your hands on high-demand products that rarely go on sale like football jerseys and running shoes for incredible discounted prices.

The Sports Direct Black Friday sale usually lasts through the weekend into Cyber Monday. It's best to shop early online or in-store as the most coveted items go quickly.

Christmas Sale

Another major sale event for Sports Direct is their Christmas sale. It runs for about 2 weeks in December leading up to the holidays. You'll find great deals on everything you need for winter sports and fitness gifts.

Look out for deep discounts on ski gear, hoodies and joggers, yoga equipment, and more. The sale is also a good opportunity to grab football memorabilia, tennis rackets, or golf club sets for the sports fan in your life. Gift ideas like smartwatches and dumbbell sets are usually marked down too.

Boxing Day Sale

On December 26th, the Sports Direct Boxing Day sale starts both online and in stores with massive discounts on leftover holiday inventory. It's one of the biggest sales of the year with shoppers eager to redeem gift cards and spend holiday cash on reduced sporting goods and apparel.

You can shop doorbuster deals on team jerseys, trainers, treadmills, and winter jackets. Clearance items are all at least 60% off but many are discounted even more at up to 90% off the retail price. It's best to shop early for the best selection at Sports Direct's Boxing Day sale.

Other Discount Offers

In addition to their major seasonal sales, Sports Direct also offers year-round discounts:

  • Student Discount – Verify student status through UNiDAYS or Student Beans to get 10% off purchases
  • Daily Deals – Special discounts up to 90% off on select items that change day-to-day
  • Clearance – Last chance markdowns on discontinued products
  • Multibuy Offers – Buy 2 or more products from a category & save

Special promotions are also often announced via email newsletter and posted on Sports Direct's social media channels:

Sports Direct's Product Range

Sports Direct boasts an unmatched breadth of inventory covering just about every sport imaginable. Major categories stocked by the retailer include:

  • Outdoor Sports – Hiking boots, tents, fishing rods, cycles, plus outdoor apparel and accessories.
  • Team SportsFootballs, jerseys, cleats, baseball mitts, basketballs and more.
  • Fitness – Treadmills, weights, yoga mats, gym bags, running shoes, activewear.
  • Racquet SportsTennis, badminton and squash racquets, tables, nets, balls Winter Sports – Skis, snowboards, helmets, goggles.
  • Fan GearTeam jerseys, football scarves, branded merchandise.

The retailer also carries its own exclusive brands like McKenzie and Donnay alongside big name sporting labels – Nike, Adidas, Under Armour, Puma, ASICS, and more.

With both high-end and budget-friendly options across all sports as well as fitness, Sports Direct is designed to be a one-stop shop. The immense range and variety in inventory makes it a top destination for sporting goods.

Shopping at Sports Direct

Purchasing items from Sports Direct stores and online is simple. Just follow these steps for a smooth ordering process:


  1. Browse available products on display
  2. Select desired items and take them to the checkout area
  3. Provide payment via cash, credit/debit card or gift card
  4. Present receipt to staff to collect large purchases from the warehouse


  1. Add products to bag from and click “View Bag”
  2. Select shipping option – standard delivery or next day
  3. Enter personal details like name, email, address
  4. Provide payment info through secure checkout
  5. Verify order details before submitting
  6. Receive dispatch confirmation email with tracking number

About Sports Direct

Sports Direct International PLC was founded in 1982 by Mike Ashley in Maidenhead, UK. It began as a single sports shop and has rapidly grown over the past 40 years into Europe's leading sports retailer operating almost 700 stores globally. The company went public in 2007 and is now listed on the London Stock Exchange.

Sports Direct aims to provide access to quality sporting goods from top brands at affordable prices for professionals and novices alike. They offer an unmatched range covering major sports, fitness activities, fan merchandise and outdoor recreation. The retailer combines value and accessibility to sport that has earned them a reputation as the top destination for sporting essentials in the UK and beyond.

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