Decathlon vs Sports Direct:Which is more popular?
In September 2026, Sports Direct had more branded searches than Decathlon among sports retailers in the United Kingdom. Sports Direct had about 3.4 million branded searches, while Decathlon had 823,000. Sports Direct made up 53.8% of all sports retailer searches we track, and Decathlon accounted for 13.2%. When we asked ChatGPT and Google AI Overviews about sports retailers, both Decathlon and Sports Direct appeared in all four answers. Sports Direct was mentioned before Decathlon in three out of four answers.
Who do people search for more?
Sports Direct, about 4 searches for every 1 for Decathlon
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Sports Direct, named ahead of Decathlon in 3 of 4 answers
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Top sports retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, both Decathlon and Sports Direct showed up in all four answers. Sports Direct was listed before Decathlon in three of them.
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.
- Sports Direct4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Decathlon4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
JD Sports2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Foot Locker2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
SportsShoes.com2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Pro:Direct0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about sports retailers
4 answers
Asked ChatGPT
“Where should I buy trainers and sportswear in the UK?”
Asked ChatGPT
“What are the best sports shops in the UK?”
Asked ChatGPT
“Which sports shop in the UK has the best prices on running gear?”
Searched Google, AI Overview
“sports shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“sportswear”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is Decathlon or Sports Direct more popular in search?
This chart shows how often people search Google for Decathlon and Sports Direct by name. Each line represents a brand's share of searches for all six sports retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Sports Direct, Decathlon. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sports Direct | JD Sports | Decathlon | Foot Locker | Pro:Direct | SportsShoes.com |
|---|---|---|---|---|---|---|
| Oct 2025 | 49.7% | 27.2% | 12.2% | 6.7% | 2.4% | 1.8% |
| Nov 2025 | 46.3% | 31% | 11.3% | 7.6% | 1.9% | 2% |
| Dec 2025 | 45.1% | 36.9% | 9.1% | 6.1% | 1.5% | 1.3% |
| Jan 2026 | 51.6% | 23.1% | 15.4% | 5.7% | 2.1% | 2.2% |
| Feb 2026 | 51.8% | 23.1% | 15.6% | 5.7% | 2.1% | 1.9% |
| Mar 2026 | 51.1% | 27.9% | 12.6% | 4.6% | 2.1% | 1.8% |
| Apr 2026 | 49.4% | 27% | 14.8% | 5.4% | 1.6% | 1.7% |
| May 2026 | 54.4% | 24.3% | 13.3% | 4.9% | 1.5% | 1.6% |
| Jun 2026 | 46.7% | 31.2% | 13.9% | 5.1% | 1.9% | 1.2% |
| Jul 2026 | 47.8% | 26.1% | 17.4% | 5.3% | 1.9% | 1.4% |
| Aug 2026 | 50.1% | 27.4% | 14.9% | 4.5% | 1.7% | 1.4% |
| Sep 2026 | 53.8% | 24.1% | 13.2% | 4.8% | 2.2% | 1.9% |
How has the Decathlon and Sports Direct comparison changed over the last 12 months?
3 findings
- Sports Direct was ahead of Decathlon in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Decathlon’s share of searches among sports retailers in the United Kingdom moved from 12.2% to 13.2%, and its estimated monthly branded searches held steady at 823K.
- Across the 12 months ending September 2026, Sports Direct’s share of searches among sports retailers in the United Kingdom moved from 49.7% to 53.8%, and its estimated monthly branded searches held steady at 3.4M.
How did search popularity change for United Kingdom sports retailers in September 2026?
2 changes
In September 2026, Sports Direct gained share of searches among sports retailers in the United Kingdom, from 50.1% to 53.8%.
In September 2026, Decathlon lost share of searches among sports retailers in the United Kingdom, from 14.9% to 13.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Decathlon’s and Sports Direct’s 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.
Decathlon
1 branded search term
- decathlon
Sports Direct
1 branded search term
- sports direct
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