Riktig sport för alla
INTERSPORT (intersport.se) scores 83 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among E-commerce brands, Sports & Fitness brands, Fashion & Apparel brands, in the 83rd percentile of 24523 E-commerce brands.
INTERSPORT (intersport.se) is the Swedish branch of the international sporting goods retailer INTERSPORT, founded in 1968 and headquartered in Bern. Owned by Gresvig, it is described as Sweden's largest chain of sports stores and a leading omnichannel retailer, offering sports equipment, footwear, training wear and casual clothing both online and through more than 100 physical stores. It serves private individuals, clubs and companies seeking an active and sustainable lifestyle, as part of a global network of over 5,500 stores in 44 countries.
| Brand Name | INTERSPORT |
|---|---|
| Domain | intersport.se |
| Industry | E-commerce, Sports & Fitness |
| Founded | 1968 |
| Headquarters | Bern |
| Parent Company / Owner | Gresvig |
| Main Competitors | Stadium (77/100), XXL Sport & Villmark (79/100), Decathlon (80/100), Sportamore (79/100), Footway (81/100), Zalando (84/100) |
Moz Domain Authority 40/100 vs category average 41 / leader 95 - limited third-party links, so AI systems rarely encounter mentions of the brand.
INTERSPORT has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Välkommen till intersport.se! Vi älskar sport och träning. Hos oss handlar du enkelt sportutrustning, skor, träningskläder och fritidskläder online." (Meta description: 19 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: og:title, og:description, og:image, Twitter cards. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Content is SV-only, limiting citation in English-language AI answers.
Detected tech stack: Next.js, Cloudflare.
Social footprint: verified profiles on Instagram, YouTube, Facebook, X (Twitter), GitHub; no detected presence on LinkedIn - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is INTERSPORT?", Claude could identify the brand as of October 2026. INTERSPORT is a major international sporting goods retail chain, and intersport.se is its Swedish e-commerce site selling sports equipment, clothing, and footwear from brands like Nike, adidas, and its own private labels. Best known for being one of the world's largest sporting goods retail chains with a strong network of physical stores and online shops across Europe.
When asked "Best brands similar to INTERSPORT?", Claude would recommend INTERSPORT as of October 2026. It's a well known, trusted retailer for sports gear in Sweden and Europe, making it a natural mention alongside similar sporting goods e-commerce sites.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
INTERSPORT's main competitors in E-commerce: Stadium (77/100), XXL Sport & Villmark (79/100), Decathlon (80/100), Sportamore (79/100), Footway (81/100).
Sources: Brand Analyzer scan
INTERSPORT offers sports equipment, footwear, training clothing, and casual/fashion apparel. Its assortment covers team sports, individual sports, outdoor/friluftsliv activities, training and competitive sport, sold both online at intersport.se and through more than 100 physical stores in Sweden.
Sources: INTERSPORT official site
INTERSPORT has moderate AI-search visibility, scoring 53/100 on Brand Analyzer's AI visibility composite (visibility 65, trust 29, recommendation 60). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: INTERSPORT official site
INTERSPORT was founded in 1968. INTERSPORT operates in the E-commerce category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
INTERSPORT is headquartered in Bern. INTERSPORT operates in the E-commerce category.
Sources: Wikidata
INTERSPORT scores 60/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: INTERSPORT official site
INTERSPORT is an international sporting goods retailer, with intersport.se representing its Swedish operation. Founded in 1968 and headquartered in Bern, it operates as part of a global chain with more than 5,500 stores in 44 countries. In Sweden, it is described as the largest chain of sports stores and a leading omnichannel retailer, selling sports equipment, footwear, and apparel both online and through physical stores.
Sources: INTERSPORT official site
INTERSPORT sells sporting goods, footwear, training clothing and casual apparel to private customers, sports clubs, and businesses in Sweden. It operates both an online store (intersport.se) and more than 100 physical retail locations, offering products for team sports, individual sports, outdoor activities, training and competition.
Sources: INTERSPORT official site
INTERSPORT can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: INTERSPORT official site
INTERSPORT is owned by or part of Gresvig. INTERSPORT operates in the E-commerce category.
Sources: Wikidata
INTERSPORT's customers include private individuals, sports clubs/associations, and companies in Sweden who participate in team sports, individual sports, outdoor activities, training, or competition, and who are seeking an active and sustainable lifestyle.
Sources: INTERSPORT official site
INTERSPORT is known for being Sweden's largest chain of sports stores and a leading omnichannel sporting goods retailer, offering a broad assortment of sports equipment, shoes, and training apparel both online and in over 100 stores, backed by its position within one of the world's largest sporting goods chains with over 5,500 stores in 44 countries.
Sources: INTERSPORT official site
INTERSPORT scores 53/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
INTERSPORT has a limited AI-visibility profile at 53/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (65/100) and its weakest is trust (29/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a Moz Domain Authority of 40/100. The main gaps holding it back: thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify INTERSPORT from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to INTERSPORT: Intentwise (83/100), Intelivita (83/100), invent.ai (83/100), Invesp (83/100).
A step up - brands to learn from: Zoom (91/100), Zappos (91/100).
Category leader: DHL (97/100).
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