Sports Direct is the UK's leading sporting goods retailer, offering a vast selection of sports, fitness, and lifestyle products. Founded in 1982, it's grown to operate over 400 stores in the UK and has expanded internationally. The company is part of Frasers Group, which also includes luxury and lifestyle retail brands.

Sports Direct Year-Round Sale Calendar

January

• January 1: New Year's Day Sale – Discounts on fitness gear and athletic wear to start the year. (UK, Malaysia)
• Mid-January: January Clearance – Markdowns on winter sports equipment and apparel. (UK, Europe)

February

• Early February: Chinese New Year Sale – Extra discounts on selected items to celebrate the Lunar New Year. (Malaysia)
• Late February: End of Season Sale – Reductions on remaining winter stock. (UK, Europe)

March

• Early March: 4-Day Special Sale – Additional discounts on clothes and branded sportswear. (Malaysia)
• Mid-March: Spring Collection Launch – Introductory offers on new spring items. (UK, Europe)

April

• Early April: Easter Sale – Discounts across various departments, including kids' sportswear. (UK, Ireland)
• Mid-April: Running Footwear Promo – Special offers on running shoes from top brands. (UK, Malaysia)

May

• Early May: Bank Holiday Sale – Deals on camping and outdoor equipment. (UK)
• Late May: Summer Prep Sale – Reductions on swimwear and beach accessories. (UK, Europe)

June

• Mid-June: Father's Day Sale – Discounts on men's sportswear and fitness equipment. (UK, Malaysia)
• Late June: End of Season Sale – Markdowns on spring collections. (UK, Europe)

July

• Early July: Summer Sale – Significant reductions across summer sports gear and apparel. (UK, Europe)
• Mid-July: Wimbledon-inspired Sale – Deals on tennis equipment and clothing. (UK)

August

• Early August: 8.8 Hebat Sale – Up to 50% off markdowns and flash sales on selected items. (Malaysia)
• Late August: Back to School Sale – Offers on kids' sportswear and school PE kits. (UK, Ireland)

September

• Early September: End of Summer Clearance – Final reductions on summer stock. (UK, Europe)
• Mid-September: Autumn Collection Launch – Introductory offers on new season items. (UK, Europe)

October

• Mid-October: Midseason Sale – Discounts across various categories. (UK, Europe)
• Late October: Halloween Sale – Deals on selected sportswear and accessories. (UK, US)

November

• Early November: Singles' Day Sale – One-day promotional event with significant discounts. (Malaysia)
• Late November: Black Friday Sale – Major discounts across all departments. (UK, Europe, Malaysia, US)
• Late November: Cyber Monday Sale – Online-exclusive deals on various products. (UK, Europe, Malaysia, US)

December

• Early December: Christmas Gift Sale – Promotions on gift-worthy sports items. (UK, Europe)
• Mid-December: Winter Sports Sale – Discounts on ski gear and cold-weather apparel. (UK, Europe)
• Late December: Year End Sale – Major reductions and instant rebates across all categories. (UK, Europe, Malaysia, US)

*Some of the sales and dates above are based on past trends and are subject to change.