Brandwave

How popular isStirling Sports?

In September 2026, people searched for Stirling Sports by name about 33,100 times in New Zealand, an 18.3% decrease from the previous year. These searches made up 8.8% of all New Zealand sporting goods retailer searches, placing Stirling Sports fourth out of six retailers. When we asked both ChatGPT and Google AI Overviews about sporting goods retailers, Stirling Sports appeared in three of the four answers and was the second most recommended of the six.

Search and AI answers in September 2026

Stirling Sports is the fourth most searched of 6 competitors and the second most recommended in AI answers.

  1. Rebel SportShare of searches 53.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. JD SportsShare of searches 19.6%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. Hunting & FishingShare of searches 16.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  4. Stirling SportsShare of searches 8.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  5. Smith's Sports ShoesShare of searches 1.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top sporting goods retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Stirling Sports was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Stirling Sports is the second most recommended of the six.

Most recommended by AI

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

  1. Rebel Sport1st
  2. Stirling Sports2nd
  3. Hunting & Fishing3rd
  4. JD Sports–
  5. Smith's Sports Shoes–
  6. Elite Fitness–

Mentioned by AI

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

  • Rebel Sport4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Stirling Sports3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Hunting & Fishing2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • JD Sports0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Smith's Sports Shoes0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Elite Fitness0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about sporting goods retailers

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which sporting goods retailers compete with Stirling Sports?

Stirling Sports against sporting goods retailers in New Zealand, by month

Share of searches by month for Rebel Sport, JD Sports, Hunting & Fishing, Stirling Sports. The figures are in the table below the chart.

View monthly share of searches table
MonthRebel SportJD SportsHunting & FishingStirling SportsSmith's Sports ShoesElite Fitness
Oct 202555%20.2%13.8%9%0.99%0.98%
Nov 202551.1%22.9%15.6%8.4%1.1%0.75%
Dec 202550.9%18.7%19%10.2%0.75%0.5%
Jan 202653.1%16%19.9%8.7%1.4%0.95%
Feb 202653%19.5%16.3%8.7%1.4%0.95%
Mar 202648.1%21.7%18%9.7%1.6%0.86%
Apr 202656.4%17%17.2%7.6%1%0.82%
May 202653.2%19.6%16.3%8.8%1.2%0.95%
Jun 202649.8%22.4%15.3%10%1.3%1.1%
Jul 202652.2%19.2%16%10.5%1.2%0.94%
Aug 202650%22.5%15.3%10.1%1.1%1.1%
Sep 202653.2%19.6%16.3%8.8%1.2%0.95%

  1. 1.Rebel Sport

    53.2%

    Held 1st. 201K estimated branded searches, 0% vs prior month. Share +3.3 points.

  2. 2.JD Sports

    19.6%

    Held 2nd. 74K estimated branded searches, -18.2% vs prior month. Share -2.9 points.

  3. 3.Hunting & Fishing

    16.3%

    Held 3rd. 61.5K estimated branded searches, 0% vs prior month. Share +1 points.

  4. 4.Stirling Sports

    8.8%

    Held 4th. 33.1K estimated branded searches, -18.3% vs prior month. Share -1.3 points.

  5. 5.Smith's Sports Shoes

    1.2%

    Held 5th. 4.4K estimated branded searches, -0.23% vs prior month. Share +0.1 points.

  6. 6.Elite Fitness

    0.95%

    Held 6th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

Compare popularity between Stirling Sports and its closest rivals

Every comparison with Stirling Sports

5 comparisons

How has branded search demand for Stirling Sports changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Stirling Sports in New Zealand fell from 40.5K to 33.1K.
  • Across the 12 months ending September 2026, Stirling Sports’ share of searches among sporting goods retailers in New Zealand peaked at 10.5% in July 2026 and was lowest at 7.6% in April 2026.

How did search popularity change for New Zealand sporting goods retailers in September 2026?

5 changes

  1. In September 2026, Rebel Sport gained share of searches among sporting goods retailers in New Zealand, from 50% to 53.2%.

  2. In September 2026, Hunting & Fishing gained share of searches among sporting goods retailers in New Zealand, from 15.3% to 16.3%.

  3. In September 2026, JD Sports lost share of searches among sporting goods retailers in New Zealand, from 22.5% to 19.6%.

  4. In September 2026, Stirling Sports lost share of searches among sporting goods retailers in New Zealand, from 10.1% to 8.8%.

  5. Estimated monthly branded searches for Elite Fitness in New Zealand fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026.

How are Stirling Sports’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Stirling Sports’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • stirling sports

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How the Brand Demand Index is measured

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