Sports Directory
- Company typePrivate
- Founded1993
- HeadquartersDartford, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingDigital Commerce or Content
What Sports Directory does
Sports Directory is a UK-based direct-to-consumer e-commerce retailer specializing in sports equipment and teamwear. The company operates a single online storefront at sportsdirectoryuk.co.uk from its headquarters in Dartford, England (Unit 1A Wilks Avenue, Questor, DA1 1JS), serving primary schools, secondary schools, and academies across the UK as its primary customer segment, with sports clubs and coaching organizations as a secondary audience. Its catalogue spans more than 60 sports and activity categories, including mainstream team sports (football, rugby, netball, basketball, cricket, hockey), individual sports (tennis, athletics, badminton, golf), and niche activities (padel, pickleball, tchoukball, kin-ball).
The product assortment combines own-brand and licensed offerings — including Slazenger, Puma, Kooga, and curated third-party teamwear lines such as Nike, Canterbury, Umbro, Grays, and Gilbert — alongside general sports equipment, playground gear, first aid, and coaching resources. The underlying platform is a standard e-commerce storefront; no proprietary technology or AI/ML capability is disclosed. Supporting tools include a Quick Order app for efficient repeat purchasing, a school signup and account process, size guides, and content resources covering PE and Sport Premium funding.
The business model is one-time retail sale of sports equipment and teamwear, priced individually with bulk/pack options and seasonal promotions. The My School Rewards programme returns 10% cashback to participating schools, functioning as a customer retention and repeat-purchase mechanism rather than a subscription. The company generates revenue exclusively through its own UK e-commerce channel with no disclosed wholesale, marketplace, or international presence. It is privately held with no parent company, funding history, or institutional ownership disclosed in available source data.
Sports Directory firmographics
Firmographics- Name
- Sports Directory
- Legal name
- Sports Directory
- Website
- https://sportsdirectory.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Sports Directory industry classification
Industry- Product category
- Sports Equipment Retail
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Team Sports Equipment & Uniforms Retail (CRAMABAE)
- akta.pro secondary industry
- Team & School Athletic Uniforms Retail (CRAMACAJ)
Keywords
Where Sports Directory is headquartered
LocationHeadquarters
- HQ city
- Dartford
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Sports Directory business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Sports Equipment Sales: Direct retail sales of sports equipment and teamwear through the company's e-commerce platform. Products include balls, bibs, teamwear, and sports gear across 60+ categories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with sale discounts |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Sports Directory product offering
Product offeringCore offering
Sports Directory is a UK-based e-commerce retailer selling sports equipment, teamwear, and PE supplies across 60+ sport categories to schools, sports clubs, and coaching organizations. It offers branded and own-brand products (Slazenger, Kooga) alongside authorized reseller offerings from Puma, Nike, Canterbury, Umbro, Grays, and Gilbert, supported by a school rewards programme and quick order tools.
Product overview
Sports Directory is a UK-based e-commerce platform serving schools and sports organizations, offering an extensive portfolio of sports equipment and teamwear across 60+ sports categories. The core offering consists of own-brand products (Slazenger, Puma teamwear, Kooga) alongside a curated selection of third-party teamwear brands (Nike, Canterbury, Umbro, Grays, Gilbert). The platform operates as a unified e-commerce store with integrated features including Quick Order, Wishlist, School Rewards Programme, and school account management. Product categories span team sports (Football, Rugby, Netball, Basketball), individual sports (Tennis, Badminton, Athletics), and specialist equipment (Trampolines, Gymnastics, Dance & Movement, Padel, Pickleball).
Differentiator
Problem solved
Functional benefit
Products and services
- Branded Teamwear Collection
Companies that use Sports Directory
Customer profileSegments2 records
Ideal customer profiles2 records
Sports Directory technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sports Directory partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- PumacoreAuthorized reseller of Puma teamwear and branded sports equipment. Puma products featured prominently on the website including exclusive football collections.
- NikecoreAuthorized Nike teamwear reseller offering Nike branded sports equipment and apparel through the Sports Directory platform.
- CanterburycoreAuthorized Canterbury teamwear reseller featuring Canterbury branded rugby and sports apparel.
- UmbrocoreAuthorized Umbro teamwear reseller offering Umbro branded sportswear and team kits.
- GraysminorReseller of Grays brand sports equipment and teamwear.
- GilbertminorReseller of Gilbert brand sports equipment, particularly rugby and team sports gear.
- SlazengercoreFeatured brand for training equipment including tennis balls, basketballs, and training bibs. Multiple Slazenger products prominently featured on homepage.
- KoogaminorReseller of Kooga netball training bibs and sports accessories.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Sports Directory competitors and assessment
Company assessmentOthers
- Puma: Core strategic brand partner whose teamwear and equipment Sports Directory resells; Puma's own direct-to-school initiatives represent both supply and competitive risk for Sports Directory.
- Canterbury: Brand partner specialising in rugby and team apparel sold via Sports Directory; comparable as a supplier relationship and as a competitor for direct team sales channels.
- Gilbert Rugby: Brand partner supplying rugby balls and equipment through Sports Directory; relevant as both supplier and potential direct-to-school competitor in core team-sports categories.
- Nike: Core strategic brand partner supplying teamwear through Sports Directory; Nike's direct school and team programmes could compete with or bypass Sports Directory as distribution strategies evolve.
Broad incumbents
- Decathlon UK: Global sporting goods mass-market retailer with extensive UK footprint, broad sport coverage, and aggressive value pricing — competes for school and consumer sports equipment spend but across a much wider assortment than Sports Directory.
- Sports Direct (Frasers Group): UK's largest sporting goods retailer with multi-brand teamwear and equipment ranges — overlaps with Sports Directory on branded sports apparel and equipment but operates as a broad discount-led incumbent rather than a school specialist.
- JD Sports: UK-listed sports fashion and equipment retailer stocking Nike, Puma, Adidas, and other brands that Sports Directory resells — a broader incumbent competing for the same brand-aware school and consumer buyer.
Direct peers
- Net World Sports: UK-based multi-category sports equipment retailer serving clubs, schools, and teams with branded and own-brand gear across football, cricket, rugby, and more — the closest pure e-commerce comparable to Sports Directory in customer mix and product breadth.
- Pro Direct Sport: UK-based sports retailer specialising in teamwear, footwear, and equipment with strong football and rugby credentials — directly comparable to Sports Directory in serving clubs and schools via premium-brand assortments.
- School Sport UK: UK retailer focused on school sports equipment, PE kits, and curriculum resources — the most direct vertical peer, serving the same primary customer segment with overlapping sports and teamwear categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Sports Directory social profiles
Digital presenceSports Directory financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sports Directory leadership team
Management profileNumber of profiles
Sports Directory funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sports Directory M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sports Directory
What does Sports Directory do?
Sports Directory is a UK-based e-commerce retailer selling sports equipment, teamwear, and PE supplies across 60+ sport categories to schools, sports clubs, and coaching organizations. It offers branded and own-brand products (Slazenger, Kooga) alongside authorized reseller offerings from Puma, Nike, Canterbury, Umbro, Grays, and Gilbert, supported by a school rewards programme and quick order tools.
Is Sports Directory a public or private company?
Sports Directory is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sports Directory founded?
Sports Directory was founded in 1993. It employs 11 to 50 people.
Where is Sports Directory based?
Sports Directory is headquartered in Dartford, United Kingdom, in the Europe region.
How does Sports Directory make money?
One revenue line is on record: sports Equipment Sales.
Who are Sports Directory's main competitors?
Others on record are Puma, Canterbury, Gilbert Rugby and Nike. Broad incumbents are Decathlon UK, Sports Direct (Frasers Group) and JD Sports. Direct peers are Net World Sports, Pro Direct Sport and School Sport UK.
Does Sports Directory have an API?
No public API is recorded for Sports Directory.
What industry is Sports Directory in?
Sports Directory's product category is Sports Equipment Retail. Its primary akta.pro industry code is CRAMABAE, Team Sports Equipment & Uniforms Retail, with a secondary code of CRAMACAJ, Team & School Athletic Uniforms Retail. Its NAICS code is 45911 and its SIC code is 3949.