The UK’s No 1 Sports Retailer
SportsDirect.com (sportsdirect.si) earns a Brand Analyzer score of 47 out of 100, placing it in the Early Stage tier among E-commerce brands, Sports & Fitness brands. Among 2261 E-commerce brands analyzed, SportsDirect.com ranks in the 2nd percentile (category average 68, leader 97). 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. Dimension scores: Name Quality 67/100, Digital Presence 41/100, Visual Identity 0/100, Messaging Clarity 100/100, Trust Foundation 30/100, AI Discoverability 43/100, Brand Authority 49/100.
SportsDirect.com (sportsdirect.si) is an e-commerce platform operating in the sports and fitness retail sector. According to available facts, it is described as a Czech company founded in 2012 and headquartered in Prague. It positions itself as the UK's leading sports retailer, offering a wide range of sports products online with reliable delivery options, targeting sports enthusiasts and shoppers seeking sports apparel and equipment.
| Brand Name | SportsDirect.com |
|---|---|
| Domain | sportsdirect.si |
| Industry | E-commerce, Sports & Fitness |
| Founded | 2012 |
| Headquarters | Prague |
| Main Competitors | JD Sports, Decathlon (76/100), Nike (95/100), Adidas (84/100), Intersport, Under Armour |
Moz Domain Authority 23/100 vs category average 29 / leader 95 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #642,570 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
SportsDirect.com has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "To je naše Spletna stran. Bi radi na naši spletni strani nakupovali? Spletna stran? To je naše Spletna stran. Prej ste kupovali na naši Spletna stran. Bi radi šli na našo? Ali imat…" (Meta description: 36 words. 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. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Social footprint: verified profiles on LinkedIn, Facebook, Instagram, GitHub; no detected presence on X (Twitter), YouTube - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
SportsDirect.com scores 44/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
SportsDirect.com has a limited AI-visibility profile at 44/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (66/100) and its weakest is trust (12/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #642,570 (Tranco). The main gaps holding it back: a low Moz Domain Authority of 23/100, thin schema.org structured data and no llms.txt to steer AI to its best pages.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
SportsDirect.com's main competitors include JD Sports, Decathlon (76/100), Nike (95/100), Adidas (84/100), Intersport. These companies compete in the E-commerce space for similar customers, offering comparable products or services.
Sources: SportsDirect.com official site
SportsDirect.com and Nike are competitors in E-commerce. Brand Analyzer scores SportsDirect.com at 47/100 and Nike at 95/100. They target overlapping audiences; the right choice depends on your specific needs and priorities.
Sources: SportsDirect.com official site
Popular alternatives to SportsDirect.com include JD Sports, Decathlon (76/100), Nike (95/100), Adidas (84/100), Intersport. Each is an established option in the E-commerce space; the best fit depends on your specific needs, budget, and required features.
Sources: SportsDirect.com official site
SportsDirect.com has limited AI-search visibility, scoring 44/100 on Brand Analyzer's AI visibility composite (visibility 66, trust 12, recommendation 44). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: SportsDirect.com official site
SportsDirect.com was founded in 2012. SportsDirect.com operates in the E-commerce category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
SportsDirect.com is headquartered in Prague. SportsDirect.com operates in the E-commerce category.
Sources: Wikidata
SportsDirect.com scores 44/100 on Brand Analyzer's AI recommendation signal, indicating it is less 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: SportsDirect.com official site
SportsDirect.com 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: SportsDirect.com official site
Ranked closest to SportsDirect.com: Shanga (47/100), KupiMotor (47/100), Tag-It Engravings & Signs (47/100), Vegrow (47/100).
A step up - brands to learn from: Zeneverzum (56/100), Voltsrides (56/100).
Category leader: Atom (97/100).