---
title: "Sports retailers in Australia: Which are searched most?"
description: "Compare the sporting goods retailers people in Australia buy gear from. Share of Search among Rebel, JD Sports, Decathlon, Intersport and Amart Sports, the sports retailers Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/au/categories/au-sports-retailers"
publisher: "Brandwave"
---

# Sports retailers in Australia: Which are searched most?

Compare the sporting goods retailers people in Australia buy gear from. Share of Search among Rebel, JD Sports, Decathlon, Intersport and Amart Sports, the sports retailers Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Sports retailers
- **Market**: Australia
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Rebel, 47.8%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | All answers that named it |
| --- | --- | --- | --- |
| Decathlon | 1st | 3 of 3 | 3 of 3 |
| Rebel | 2nd | 3 of 3 | 3 of 3 |
| Intersport | 3rd | 1 of 3 | 1 of 3 |
| JD Sports | Not ranked | 0 of 3 | 0 of 3 |
| Amart Sports | Not ranked | 0 of 3 | 0 of 3 |

## Every AI answer about sports retailers

- Asked ChatGPT "What's the best sports store in Australia?": 1. Rebel, 2. Decathlon, 3. Intersport
- Asked ChatGPT "Where's the best place to buy sports gear in Australia?": 1. Decathlon, 2. Rebel
- Asked ChatGPT "Which sporting goods retailer has the best prices in Australia?": 1. Decathlon, 2. Rebel

Not named in any answer: JD Sports and Amart Sports.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026.

## Compare search popularity between leading brands

- [Rebel vs JD Sports: compare search popularity](/demand/au/compare/jd-sports-vs-rebel-au): 47.8% against 39.1% Share of Search.
- [Rebel vs Decathlon: compare search popularity](/demand/au/compare/decathlon-uk-vs-rebel-au): 47.8% against 6.4% Share of Search.
- [Rebel vs Intersport: compare search popularity](/demand/au/compare/intersport-au-vs-rebel-au): 47.8% against 6.4% Share of Search.
- [JD Sports vs Decathlon: compare search popularity](/demand/au/compare/decathlon-uk-vs-jd-sports): 39.1% against 6.4% Share of Search.
- [JD Sports vs Intersport: compare search popularity](/demand/au/compare/intersport-au-vs-jd-sports): 39.1% against 6.4% Share of Search.
- [Decathlon vs Intersport: compare search popularity](/demand/au/compare/decathlon-uk-vs-intersport-au): 6.4% Share of Search each.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Rebel | 47.8% | 450K | 0.0% | Super Retail Group |
| 2 | JD Sports | 39.1% | 368K | -18.2% | JD SPORTS FASHION NZ PTY LIMITED |
| 3 | Decathlon | 6.4% | 60.5K | 0.0% | Decathlon |
| 4 | Intersport | 6.4% | 60.5K | 0.0% | Intersport |
| 5 | Amart Sports | 0.25% | 2.4K | 0.0% | Amart Sports |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | JD Sports | 450K | 43.3% | 1 |
| Oct 2025 | Rebel | 450K | 43.3% | 2 |
| Oct 2025 | Decathlon | 74K | 7.1% | 3 |
| Oct 2025 | Intersport | 60.5K | 5.8% | 4 |
| Oct 2025 | Amart Sports | 3.6K | 0.35% | 5 |
| Nov 2025 | JD Sports | 673K | 48.9% | 1 |
| Nov 2025 | Rebel | 550K | 40% | 2 |
| Nov 2025 | Decathlon | 74K | 5.4% | 3 |
| Nov 2025 | Intersport | 74K | 5.4% | 4 |
| Nov 2025 | Amart Sports | 4.4K | 0.32% | 5 |
| Dec 2025 | JD Sports | 673K | 43.9% | 1 |
| Dec 2025 | Rebel | 673K | 43.9% | 2 |
| Dec 2025 | Decathlon | 90.5K | 5.9% | 3 |
| Dec 2025 | Intersport | 90.5K | 5.9% | 4 |
| Dec 2025 | Amart Sports | 5.4K | 0.35% | 5 |
| Jan 2026 | Rebel | 550K | 47.1% | 1 |
| Jan 2026 | JD Sports | 450K | 38.5% | 2 |
| Jan 2026 | Intersport | 90.5K | 7.7% | 3 |
| Jan 2026 | Decathlon | 74K | 6.3% | 4 |
| Jan 2026 | Amart Sports | 3.6K | 0.31% | 5 |
| Feb 2026 | Rebel | 450K | 50.7% | 1 |
| Feb 2026 | JD Sports | 301K | 33.9% | 2 |
| Feb 2026 | Intersport | 74K | 8.3% | 3 |
| Feb 2026 | Decathlon | 60.5K | 6.8% | 4 |
| Feb 2026 | Amart Sports | 2.9K | 0.33% | 5 |
| Mar 2026 | JD Sports | 450K | 42.8% | 1 |
| Mar 2026 | Rebel | 450K | 42.8% | 2 |
| Mar 2026 | Decathlon | 74K | 7% | 3 |
| Mar 2026 | Intersport | 74K | 7% | 4 |
| Mar 2026 | Amart Sports | 2.9K | 0.28% | 5 |
| Apr 2026 | JD Sports | 550K | 47.8% | 1 |
| Apr 2026 | Rebel | 450K | 39.1% | 2 |
| Apr 2026 | Decathlon | 74K | 6.4% | 3 |
| Apr 2026 | Intersport | 74K | 6.4% | 4 |
| Apr 2026 | Amart Sports | 2.9K | 0.25% | 5 |
| May 2026 | JD Sports | 450K | 43.4% | 1 |
| May 2026 | Rebel | 450K | 43.4% | 2 |
| May 2026 | Intersport | 74K | 7.1% | 3 |
| May 2026 | Decathlon | 60.5K | 5.8% | 4 |
| May 2026 | Amart Sports | 2.9K | 0.28% | 5 |
| Jun 2026 | JD Sports | 550K | 44.9% | 1 |
| Jun 2026 | Rebel | 550K | 44.9% | 2 |
| Jun 2026 | Decathlon | 60.5K | 4.9% | 3 |
| Jun 2026 | Intersport | 60.5K | 4.9% | 4 |
| Jun 2026 | Amart Sports | 2.9K | 0.24% | 5 |
| Jul 2026 | JD Sports | 550K | 49% | 1 |
| Jul 2026 | Rebel | 450K | 40.1% | 2 |
| Jul 2026 | Decathlon | 60.5K | 5.4% | 3 |
| Jul 2026 | Intersport | 60.5K | 5.4% | 4 |
| Jul 2026 | Amart Sports | 2.4K | 0.21% | 5 |
| Aug 2026 | JD Sports | 450K | 44% | 1 |
| Aug 2026 | Rebel | 450K | 44% | 2 |
| Aug 2026 | Decathlon | 60.5K | 5.9% | 3 |
| Aug 2026 | Intersport | 60.5K | 5.9% | 4 |
| Aug 2026 | Amart Sports | 2.4K | 0.23% | 5 |
| Sep 2026 | Rebel | 450K | 47.8% | 1 |
| Sep 2026 | JD Sports | 368K | 39.1% | 2 |
| Sep 2026 | Decathlon | 60.5K | 6.4% | 3 |
| Sep 2026 | Intersport | 60.5K | 6.4% | 4 |
| Sep 2026 | Amart Sports | 2.4K | 0.25% | 5 |

## What is being compared

- **Amart Sports**: Measured on the search term “amart sports”.
- **Decathlon**: Measured on the search term “decathlon”.
- **Intersport**: Measured on the search term “intersport”.
- **JD Sports**: Measured on the search term “jd sports”.
- **Rebel**: Measured on the search term “rebel sport”.

- [Amart Sports](/demand/au/brands/amart-sports)
- [Decathlon](/demand/au/brands/decathlon-uk)
- [Intersport](/demand/au/brands/intersport-au)
- [JD Sports](/demand/au/brands/jd-sports)
- [Rebel](/demand/au/brands/rebel-au)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Sports retailers in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-sports-retailers

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-sports-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.