Sports World x SPORTMASTER

What Sports World x SPORTMASTER does

Sports World x SPORTMASTER is a Danish specialty sports retailer operating as a wholly-owned sub-brand of Frasers Group Trading Limited (LSE: FRAS), a UK-listed diversified retail conglomerate. Founded in 1979 and headquartered in Ballerup, Denmark, the company employs 286 people and operates an omnichannel retail model combining a Danish-localized e-commerce storefront (sportsworld.dk) with 14 physical retail stores distributed across Danish cities including Aalborg, Odense, Esbjerg, Roskilde, and Greve (Waves). Its customer base is exclusively individual consumers (B2C), with no enterprise or institutional accounts disclosed.

The company's product assortment spans four core sports categories — football, running, outdoor, and fitness & training — supplemented by tennis, aerobics, yoga, and team-sport subcategories. It resells multi-brand inventory from 100+ athletic vendors including Nike, adidas, Puma, Under Armour, New Balance, Asics, Reebok, The North Face, Karrimor, Rains, and Everlast, alongside owned-label collections under the USA Pro sub-brand (with named influencer collaborations) and sub-brands USC (unisex/casual), GAME (gaming-culture sportswear), and Sports World TeamSport (B2B team orders). The platform is a standard e-commerce build with category filtering, brand filtering, and inventory management, supported by an editorial content hub called The Zone featuring buying guides and athlete ambassador content.

Sports World's revenue model is pure retail (hardware_sales) with unit-based pricing in Danish Kroner across price points from approximately 20 kr (budget items) to 1,199 kr (premium running shoes). It generates demand through email/newsletter marketing (10% signup discount), seasonal and promotional sales events (Black Friday, Pay Day, Back to School), Friends & Family codes (FF20), SEO-optimized category pages, and 14 physical stores supporting in-store shopping and click-and-collect. Standard delivery is priced at 39 kr with 3-7 day fulfillment, express at 89 kr for 1-3 days, with a 28-day return policy. The company is geographically restricted to a single market (Denmark).

Name

Sports World x SPORTMASTER

Legal name

Frasers Group Trading Limited

Website

https://sportsworld.dk

Company type

Public

Founded year

1979

Operating status

Operating

Headcount range

251–500 employees

Short description

Sports World x SPORTMASTER is a Danish specialty sports retailer operating 14 physical stores and the sportsworld.dk e-commerce platform, selling multi-brand athletic apparel and equipment from Nike, adidas, and others to individual consumers across Denmark under Frasers Group ownership.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Soccer Equipment Retail (CRAMAEAC)

Keywords

• Sports apparel retail
• Athletic footwear
• Sports equipment
• Fitness clothing
• Outdoor gear

Headquarters

HQ city

Ballerup

HQ country

Denmark

HQ region

Europe

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Sports Apparel and Equipment Retail: Sports World generates revenue through direct sales of sports apparel, footwear, and equipment to consumers. Products span multiple sports categories including football, running, outdoor, fitness, tennis, and aerobics. The company sells products from multiple branded vendors including Nike, adidas, Puma, Under Armour, and others.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Sports World is a multi-brand Danish sports retailer selling athletic apparel, footwear, and equipment from 100+ brands including Nike, adidas, Puma, Under Armour, New Balance, and Asics. The company operates a Danish e-commerce platform (sportsworld.dk) alongside 14 physical retail stores across Denmark, offering products across football, running, outdoor, fitness, tennis, and aerobics categories. It is owned and operated by Frasers Group Trading Limited (LSE: FRAS).

Product overview

Sports World is an online Danish sports retailer offering a comprehensive e-commerce platform for sports equipment and apparel. The core offering spans four main categories: Football (boots, jerseys, equipment from Nike, adidas, PUMA), Running (shoes, apparel, accessories), Outdoor (clothing, hiking gear, backpacks from Karrimor, adidas Terrex, The North Face), and Fitness & Training (gym clothes, training shoes, equipment). The platform features multiple sub-brands and branded collections including USA Pro training clothing, The Zone editorial blog, and major athletic brands. Products are organized by sport, gender (men, women, children), and brand, with additional categories for Yoga, Aerobics, and team sports. The company operates physical retail stores across Denmark alongside its e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• USC: Sub-brand/unisex collection offering sportswear and casual clothing
• GAME
• The Zone
• Waves
• Sports World TeamSport

Products and services

• Football Equipment Football boots, jerseys, and equipment from brands such as Nike, adidas, and PUMA for both match play and training, aimed at football players and enthusiasts.
• Running Gear Running shoes, breathable running apparel for men and women, and running accessories for runners of all levels and distances.
• Outdoor Equipment Outdoor clothing, hiking shoes, backpacks, and equipment from brands including Karrimor, adidas Terrex, and The North Face, suitable for day trips and longer excursions.
• Fitness & Training Functional gym clothing, training shoes, and training equipment for both home and gym workouts from brands like Nike, Under Armour, adidas, and USA Pro.
• Gym Equipment Home training equipment including dumbbells, kettlebells, yoga mats, and resistance bands for strength, balance, and flexibility training.
• Training Shoes Fitness shoes from major brands such as Nike, adidas, Under Armour, and On, designed for the fitness center with focus on fit and support for various movements.
• Gym Clothes Training apparel including tops, t-shirts, tights, shorts, and layering pieces for workouts, from brands such as Nike, Under Armour, and USA Pro.
• Yoga Equipment Yoga mats with good grip, blocks, and belts to support balance, flexibility, and proper exercise execution.
• Aerobic Equipment Water bottles, gym towels, sweatbands, skipping ropes, foam rollers, resistance bands, medicine balls, yoga balls, and yoga mats for aerobic and group fitness training.
• USA Pro Training Clothing Training clothing for women including training tops, sports bras, leggings, shorts, vests, capris, and hoodies with comfortable and flexible fabrics, covering collaborations such as USA PRO x Courtney Black and USA PRO x Steph Elswood.
• Training Vests Tank tops and training vests providing maximum freedom of movement for strength, HIIT, or cardio training.
• Sports World TeamSport Dedicated team sport section for team orders and group purchases, serving clubs, schools, and amateur teams needing coordinated football kit and equipment.

Named customers1 record

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Frasers Group Trading LimitedcoreOthersSports World is owned and operated by Frasers Group Trading Limited. The parent company provides the e-commerce platform infrastructure, branding, and operational support for the Sports World retail chain in Denmark.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Intersport: Intersport is a global sports retailer operating a cooperative-owned store network with a Danish subsidiary. It competes directly with Sports World across football, running, fitness and outdoor categories through a similar multi-brand assortment and physical retail footprint.
• XXL Sport (XXL ASA): XXL is the largest sports retail chain in the Nordics, operating multi-brand stores across Norway, Sweden, Finland and Denmark. It is the closest direct peer to Sports World given its overlapping multi-brand athletic assortment, omnichannel model and Danish store presence.
• Stadium (Stadium AB): Stadium is a leading Nordic sports retail chain headquartered in Sweden with a strong multi-brand assortment (Nike, adidas, Puma) and growing digital presence. It is a direct competitor to Sports World in the regional sports-retail category and an emerging threat in Danish e-commerce.
• Decathlon: Decathlon is the world's largest sporting goods retailer, combining owned private-label brands (Quechua, Kalenji, Domyos) with multi-brand athletic assortment. Its Scandinavian expansion, including Denmark, directly competes with Sports World on price and product breadth across football, running, outdoor and fitness.
• Sport 24 (Salling Group): Sport 24 is a Danish sports retail chain operated by Salling Group (Bilka, Føtex). It is a direct in-country competitor to Sports World, offering multi-brand sports apparel, footwear and equipment with strong Danish physical-retail presence and integration with Salling's broader retail ecosystem.

Emerging players

• adidas (Direct): adidas operates a growing DTC channel in Denmark through adidas.dk and concept stores, plus the adidas Confirmed app. Its expansion into direct retail in Denmark competes with Sports World's branded assortment and risks shifting volumes away from the wholesale channel.
• Nike (Direct): Nike Direct (Nike.com and Nike-owned stores) is a strategic emerging competitor as Nike accelerates DTC distribution globally. By selling directly to Danish consumers, Nike reduces wholesale allocations to multi-brand retailers like Sports World, compressing both revenue and differentiation.

Broad incumbents

• Zalando: Zalando is Europe's largest online fashion platform with a substantial sports and athleisure category in Denmark. As a broad incumbent with deep logistics, it competes for the same Danish online sports apparel and footwear wallet and serves as a benchmark for e-commerce scale.
• H&M Sport / H&M Move: H&M's H&M Move (formerly H&M Sport) line offers affordable athletic apparel and footwear across Danish stores and online. As a broad incumbent in Danish apparel, it competes for value-oriented sportswear customers who might otherwise shop at Sports World.

Others

• Reebok (Authentic Brands Group / ABG): Reebok is both a brand stocked by Sports World and a competitor via its DTC channels. It illustrates the broader risk that brand owners can shift between wholesale partner and direct competitor depending on channel strategy.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sportsworldxsportmaster

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sports World x SPORTMASTER