Sports Direct enters partnership with golf retailer Direct Golf UK

Direct Golf UK says links with Mike Ashley's firm Sports Direct will help it become a leader in its field

Owen Humphreys/PA Wire Sports Direct tycoon Mike Ashley
Sports Direct tycoon Mike Ashley

Sports Direct has entered into a new partnership with Direct Golf UK.

The clothing retailer, founded by Newcastle United owner Mike Ashley, has taken an equity stake in the golf retail specialist, which will remain under the majority ownership and day-to-day control of founder John andrew.

Established in 1991, Direct Golf UK began life with one shop in Huddersfield. It now has 20 retail outlets nationwide and a major share of the UK’s web and mail order golf market. The company believes the new partnership will assist it in becoming Europe’s number one golf equipment retailer.

Andrew, a PGA professional, said: “Teaming up with Sports Direct is a fantastic opportunity for us and will give Direct Golf access to many new and attractive market opportunities.

“This deal gives the company the funding to realise our goal of becoming Europe’s leading golf retail company by expanding our existing store portfolio with the roll-out of a golf superstore concept with eyes on acquisition to accelerate growth.

“This is my 30th year as a PGA professional and it’s our goal to become the retailer of choice for golfers in Europe, and we believe this new collaboration will make that aim possible. The opportunities with the Sports Direct group are endless and being close to such a successful retailer fills me with great excitement.”

He added that the company wished to tackle perceptions that golf was too hard to learn by “introducing a number of exciting new initiatives”.

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