JD Sports vs Stirling Sports:Which is more popular?
In September 2026, JD Sports had more branded searches than Stirling Sports among sporting goods retailers in New Zealand. JD Sports had about 74,000 branded searches, while Stirling Sports had 33,100. JD Sports made up 19.6% of all sporting goods retailer searches we track, and Stirling Sports accounted for 8.8%. When we asked ChatGPT and Google AI Overviews about sporting goods retailers, Stirling Sports appeared in three of the four answers and JD Sports in none.
Who do people search for more?
JD Sports, about 2 searches for every 1 for Stirling Sports
Who does AI mention more?
Stirling Sports, mentioned in 3 of 4 answers, JD Sports in 0
Who does AI recommend more?
Stirling Sports, the only one of the two named
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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. JD Sports did not appear in any of the four answers.
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.
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
Asked ChatGPT
“Which sporting goods retailer should I shop at in New Zealand?”
Asked ChatGPT
“What are the best sporting goods retailers in New Zealand?”
Asked ChatGPT
“What's the best sporting goods retailer in New Zealand for sports gear?”
Searched Google, AI Overview
“sports shop nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“sporting goods nz”
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.
Is JD Sports or Stirling Sports more popular in search?
This chart shows how often people search Google for JD Sports and Stirling Sports by name. Each line represents a brand's share of searches for all six sporting goods retailers we track, month by month, from searches in New Zealand.
Share of searches by month for JD Sports, Stirling Sports. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rebel Sport | JD Sports | Hunting & Fishing | Stirling Sports | Smith's Sports Shoes | Elite Fitness |
|---|---|---|---|---|---|---|
| Oct 2025 | 55% | 20.2% | 13.8% | 9% | 0.99% | 0.98% |
| Nov 2025 | 51.1% | 22.9% | 15.6% | 8.4% | 1.1% | 0.75% |
| Dec 2025 | 50.9% | 18.7% | 19% | 10.2% | 0.75% | 0.5% |
| Jan 2026 | 53.1% | 16% | 19.9% | 8.7% | 1.4% | 0.95% |
| Feb 2026 | 53% | 19.5% | 16.3% | 8.7% | 1.4% | 0.95% |
| Mar 2026 | 48.1% | 21.7% | 18% | 9.7% | 1.6% | 0.86% |
| Apr 2026 | 56.4% | 17% | 17.2% | 7.6% | 1% | 0.82% |
| May 2026 | 53.2% | 19.6% | 16.3% | 8.8% | 1.2% | 0.95% |
| Jun 2026 | 49.8% | 22.4% | 15.3% | 10% | 1.3% | 1.1% |
| Jul 2026 | 52.2% | 19.2% | 16% | 10.5% | 1.2% | 0.94% |
| Aug 2026 | 50% | 22.5% | 15.3% | 10.1% | 1.1% | 1.1% |
| Sep 2026 | 53.2% | 19.6% | 16.3% | 8.8% | 1.2% | 0.95% |
How has the JD Sports and Stirling Sports comparison changed over the last 12 months?
3 findings
- JD Sports was ahead of Stirling Sports in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, JD Sports’ share of searches among sporting goods retailers in New Zealand moved from 20.2% to 19.6%, and its estimated monthly branded searches moved from 90.5K to 74K.
- Across the 12 months ending September 2026, Stirling Sports’ share of searches among sporting goods retailers in New Zealand moved from 9% to 8.8%, and its estimated monthly branded searches moved from 40.5K to 33.1K.
How did search popularity change for New Zealand sporting goods retailers in September 2026?
2 changes
In September 2026, JD Sports lost share of searches among sporting goods retailers in New Zealand, from 22.5% to 19.6%.
In September 2026, Stirling Sports lost share of searches among sporting goods retailers in New Zealand, from 10.1% to 8.8%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using JD Sports’ and Stirling Sports’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
JD Sports
2 branded search terms
- JD Sports
- jd sports sportswear
Stirling Sports
1 branded search term
- stirling sports
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