Case Study
Oct 13, 2023

Sports Direct marketplace affiliate program

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Sports Direct is a well-known retail chain in the United Kingdom that specializes in sports and fitness products. If you’re looking for a Sports Direct affiliate program, maybe you’d like to consider starting your own marketplace with a 3-5x higher sales commission. Here’s how.

Vendo paves the way for an easy and economical launch of your multi-vendor marketplace. Begin selling products from various vendors rapidly, free from the concerns of inventory and shipping. And the sales commissions hover around 20-30% instead of 4%.


Vendo is your comprehensive solution for marketplace operations, offering an automated operational platform, a variety of brands or the choice to include your own, tools for merchandising and marketing, sales across multiple channels (website, emails, SMS, mobile app, social media), and constant support for marketplace development.

Sports Direct Marketplace Success Factors

Sports Direct, founded in 1982 by Mike Ashley, has grown from a single store on the outskirts of London into the UK's leading sporting goods retailer. Known for its deep discounts and a wide array of products, Sports Direct has established itself as a major player in the sports retail, premium lifestyle, and brands sectors. Here are key reasons behind Sports Direct success story:

  • Founding and Growth: Mike Ashley started Sports Direct as a single store in 1982 and has since grown it into Britain's leading sporting goods retailer, with the company known for its deep discounts and variety of products​​.
  • Expansion and Market Dominance: By 2007, Sports Direct had over 470 UK stores and expanded internationally, with stores in South Africa and the Middle East under a franchising agreement​​.
  • Strategic Acquisitions: The company strategically acquired several brands, including Dunlop Slazenger, Karrimor, and Jack Wills, boosting its product range and market presence​​​​.
  • Financial Performance: Despite the challenges of the COVID-19 pandemic, Sports Direct saw a significant increase in conversion rates and a decrease in costs per click and action, indicating efficient marketing and strong online performance​​​​.
  • Retail and Online Integration: The Sports Retail division is the core of the company, accounting for 85% of its revenues, with operations across the UK, Ireland, and Europe, also incorporating gym businesses like LA Fitness​​.

Sports Direct Affiliate Program

Sports Direct's Affiliate Program is an excellent opportunity for content creators and digital marketers looking to earn commissions by promoting a wide range of sporting goods and apparel. Here are key aspects of Sports Direct's affiliate program:

  • Commission Rate: Affiliates earn a 4% commission on every sale made through their referral​​.
  • Cookie Duration: The program offers a 30-day cookie duration, allowing ample time for referred visitors to make a purchase​​.
  • Product Range: Sports Direct's wide range of products includes sports gear, apparel, and accessories, providing a diverse selection for promotion.
  • Target Audience: The program is ideal for those with an audience interested in sports, fitness, and outdoor activities.
  • Support and Resources: Sports Direct provides marketing materials and support to help affiliates optimize their promotional efforts.

Get started with a marketplace like Sports Direct on Vendo. Get 3-5x higher sales commission!

Vendo paves the way for an easy and economical launch of your multi-vendor marketplace. Begin selling products from various vendors rapidly, free from the concerns of inventory and shipping. And the sales commissions hover around 20-30% instead of 4%.


  • Book a demo call: We’ll set up your demo marketplace and populate it with products.
  • Customize your Storefront: We’ll help you craft a storefront that aligns with your brand identity, ensuring a cohesive and on-brand shopping experience for your customers.
  • Onboard Brands: Invite your favorite brands or choose brands from the Vendo brand catalog. We can also start reaching out to brands you’d like to sell on your behalf.
  • Select Products: Curate product collections manually or automate the process to efficiently manage your catalog and meet customer demand.
  • Embed products: Make your editorial content shoppable with products embedded right where your customers expect them to find. Simplify and streamline product discovery.
  • Start Selling Programmatically: Push products through multiple touch points: on your website, share it on social media, and include products in your newsletters. 
  • Get Paid: Get paid as soon as products are shipped by the brands. No need to wait 30-60 days or worry about orders not attributable to your affiliate links.
  • Get Repeat Sales: Since you’re not linking out, your customers will keep coming back. We’ll help them with abandoned cart emails and promotional email blasts. 


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