Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Sports Direct adds another string to bow with magazine

Sports Direct has this week added yet another string to its bow, by launching its own sports and fitness magazine.

The Mike Ashley-owned retailer debuted the Magazine, costing £1 an issue, across its own stores on July 27.

But perhaps most interestingly, the publication will also now grace the shelves at other retailers.

Tesco, Sainsbury’s, Asda, Waitrose, WHSmith, Co-op and Morrisons are all stocking Magazine, a move that extends the brand beyond its own portfolio. In launching its magazine Sports Direct has found a clever way of advertising in other retailers stores, with its Sports Direct logo emblazoned across many a magazine stand.

Furthermore, the development of a magazine helps to create a whole lifestyle around the retailer, which is a strong way of capturing consumers. It will allow readers to put Sports Direct products into a wider context, linking the Sports Direct offering closely with the world of fitness, which could in turn lead to additional sales. Products featured in the magazine will be also available to scan and to buy from a smartphone or tablet, using the new app.

Although you could argue the business has missed a trick by not making the magazine free, it more than makes up for a cover price with the exposure received through entering other retailers. And when compared to the prices of other sports and lifestyle magazines, £1 certainly looks competitive.


Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.