Sports retailers in Australia:Which are most popular?

Name: Sports retailers in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Rebel was the most searched sports retailer in Australia, accounting for 47.8% of all searches among the five retailers we track. When we checked with ChatGPT and Google AI Overviews, Rebel and Decathlon showed up in every answer. Decathlon was recommended most often, coming first in two out of three responses.

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Top sports retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions, Rebel and Decathlon appeared every time. Decathlon was recommended most often, coming first in two out of three answers. Rebel was second, and Intersport was third. JD Sports, which ranked second in searches, was not mentioned at all.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Answers that named it
Rebel	Named in 3 of 3 ChatGPT answers	3 of 3
Decathlon	Named in 3 of 3 ChatGPT answers	3 of 3
Intersport	Named in 1 of 3 ChatGPT answers	1 of 3
JD Sports	Named in 0 of 3 ChatGPT answers	0 of 3
Amart Sports	Named in 0 of 3 ChatGPT answers	0 of 3

Rebel3 of 3Named in 3 of 3 ChatGPT answers
Decathlon3 of 3Named in 3 of 3 ChatGPT answers
Intersport1 of 3Named in 1 of 3 ChatGPT answers
JD Sports0 of 3Named in 0 of 3 ChatGPT answers
Amart Sports0 of 3Named in 0 of 3 ChatGPT answers

See every answer about sports retailers

3 answers

Asked ChatGPT
“What's the best sports store in Australia?”
1. 1Rebel
2. 2Decathlon
3. 3Intersport
Asked ChatGPT
“Where's the best place to buy sports gear in Australia?”
1. 1Decathlon
2. 2Rebel
Asked ChatGPT
“Which sporting goods retailer has the best prices in Australia?”
1. 1Decathlon
2. 2Rebel
Searched Google, AI Overview
“sports stores near me”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“sports store”
Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which sports retailers do people search for most?

This chart shows how often people search Google for each sports retailer by name. Each line represents a brand's share of searches for all five sports retailers we track, month by month, from searches in Australia.

Share of searches among sports retailers in Australia, by month

Month	Rebel	JD Sports	Decathlon	Intersport	Amart Sports
Oct 2025	43.3%	43.3%	7.1%	5.8%	0.35%
Nov 2025	40%	48.9%	5.4%	5.4%	0.32%
Dec 2025	43.9%	43.9%	5.9%	5.9%	0.35%
Jan 2026	47.1%	38.5%	6.3%	7.7%	0.31%
Feb 2026	50.7%	33.9%	6.8%	8.3%	0.33%
Mar 2026	42.8%	42.8%	7%	7%	0.28%
Apr 2026	39.1%	47.8%	6.4%	6.4%	0.25%
May 2026	43.4%	43.4%	5.8%	7.1%	0.28%
Jun 2026	44.9%	44.9%	4.9%	4.9%	0.24%
Jul 2026	40.1%	49%	5.4%	5.4%	0.21%
Aug 2026	44%	44%	5.9%	5.9%	0.23%
Sep 2026	47.8%	39.1%	6.4%	6.4%	0.25%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, moved from 2nd to 1st	Rebel	47.8%	450K	0%	+3.8 pointsmoved from 2nd to 1st
2, moved from 1st to 2nd	JD Sports	39.1%	368K	-18.2%	-4.9 pointsmoved from 1st to 2nd
3, held 3rd	Decathlon	6.4%	60.5K	0%	+0.5 points
4, held 4th	Intersport	6.4%	60.5K	0%	+0.5 points
5, held 5th	Amart Sports	0.25%	2.4K	0%	0 points

1.Rebel
47.8%
Moved from 2nd to 1st. 450K estimated branded searches, 0% vs prior month. Share +3.8 points.
2.JD Sports
39.1%
Moved from 1st to 2nd. 368K estimated branded searches, -18.2% vs prior month. Share -4.9 points.
3.Decathlon
6.4%
Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +0.5 points.
4.Intersport
6.4%
Held 4th. 60.5K estimated branded searches, 0% vs prior month. Share +0.5 points.
5.Amart Sports
0.25%
Held 5th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.

Which brand is most popular in search among sports retailers in Australia?

5 brands

In September 2026, Rebel was the most searched among sports retailers in Australia, with an estimated 450K branded searches, 47.8% of all searches for the five we track. JD Sports is in 2nd place, 8.7 percentage points behind at 39.1%.

Australia sports retailers, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Rebel	43.3% → 47.8%	50.7%Feb 2026	39.1%Apr 2026	2nd → 1st
JD Sports	43.3% → 39.1%	49%Jul 2026	33.9%Feb 2026	1st → 2nd
Decathlon	7.1% → 6.4%	7.1%Oct 2025	4.9%Jun 2026	3rd
Intersport	5.8% → 6.4%	8.3%Feb 2026	4.9%Jun 2026	4th
Amart Sports	0.35% → 0.25%	0.35%Dec 2025	0.21%Jul 2026	5th

Each finding as a sentence

Across the 12 months ending September 2026, Rebel’s share of searches among sports retailers in Australia increased from 43.3% to 47.8%.
Across the 12 months ending September 2026, JD Sports’ share of searches among sports retailers in Australia decreased from 43.3% to 39.1%.
Across the 12 months ending September 2026, Decathlon’s share of searches among sports retailers in Australia decreased from 7.1% to 6.4%.
Across the 12 months ending September 2026, Intersport’s share of searches among sports retailers in Australia increased from 5.8% to 6.4%.
Across the 12 months ending September 2026, Rebel’s share of searches among sports retailers in Australia peaked at 50.7% in February 2026 and was lowest at 39.1% in April 2026.
Across the 12 months ending September 2026, JD Sports’ share of searches among sports retailers in Australia peaked at 49% in July 2026 and was lowest at 33.9% in February 2026.
Across the 12 months ending September 2026, Decathlon’s share of searches among sports retailers in Australia peaked at 7.1% in October 2025 and was lowest at 4.9% in June 2026.
Across the 12 months ending September 2026, Intersport’s share of searches among sports retailers in Australia peaked at 8.3% in February 2026 and was lowest at 4.9% in June 2026.
Across the 12 months ending September 2026, Rebel rose from 2nd to 1st among sports retailers in Australia.
Across the 12 months ending September 2026, JD Sports fell from 1st to 2nd among sports retailers in Australia.
Across the 12 months ending September 2026, Amart Sports held steady: its share of searches among sports retailers in Australia moved less than 0.5 percentage points.

How did search popularity change for Australia sports retailers in September 2026?

5 changes

In September 2026, Rebel overtook JD Sports to become the leader among sports retailers in Australia, with 47.8% of the searches.
In September 2026, Decathlon gained share of searches among sports retailers in Australia, from 5.9% to 6.4%.
In September 2026, Intersport gained share of searches among sports retailers in Australia, from 5.9% to 6.4%.
In September 2026, JD Sports lost share of searches among sports retailers in Australia, from 44% to 39.1%.
Estimated monthly branded searches for Amart Sports in Australia fell 33.3% over 12 measured months, from 3.6K to 2.4K in September 2026.

How are branded searches counted for sports retailers?

5 search terms

Each brand's share of searches among sports retailers comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.