UK Retail Sports and Outdoors - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Sports and Outdoors category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Retail Sports and Outdoors brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
sportsdirect.com	30.47
jdsports.co.uk	20.96
amazon.co.uk	4.74
regatta.com	3.37
mountainwarehouse.com	3.19
sportsshoes.com	1.86
halfords.com	1.46
argos.co.uk	1.4
cotswoldoutdoor.com	1.15
decathlon.co.uk	1.05
others	30.35

In the PPC landscape, Sports Direct leads with 30.47% click share, closely followed by ‘others’ at 30.35%. JD Sports holds 20.96%, while Amazon captures 4.74%.

Market Exposure

Share of Spend for the top 10 UK Retail Sports and Outdoors brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month
Date	sportsdirect.com	amazon.co.uk	argos.co.uk	homefitnesscode.com	decathlon.co.uk	mirafit.co.uk	jdsports.co.uk	fiido.com	ebay.co.uk	fitshop.co.uk
2025/01/01	9.74%	12.05%	2.48%	2.97%	1.46%	2.56%	5.59%	1.4%	1.36%	2.34%
2025/01/02	10.58%	12.54%	3.34%	2.98%	1.84%	2.58%	4.53%	1.45%	1.42%	2.18%
2025/01/03	9.94%	11.69%	3.83%	2.77%	1.92%	2.6%	2.33%	1.45%	1.82%	2.26%
2025/01/04	11.83%	10.69%	2.95%	2.9%	2.06%	2.53%	3.09%	1.68%	1.91%	2.02%
2025/01/05	12.65%	10.91%	2.44%	2.77%	2.01%	2.44%	3.58%	1.33%	1.72%	2.16%
2025/01/06	14.58%	10.16%	2.38%	2.65%	2.1%	2.29%	3.5%	0.95%	1.93%	1.96%
2025/01/07	10.81%	8.13%	2.1%	2.78%	2.06%	2.58%	3.57%	0.86%	1.78%	2.17%
2025/01/08	12.45%	7.99%	1.92%	2.62%	1.78%	2.9%	3.75%	1.31%	1.13%	2.13%
2025/01/09	17.59%	7.77%	1.33%	2.45%	0.98%	2.4%	3.22%	1.69%	1.14%	1.99%
2025/01/10	10.43%	7.92%	2.51%	2.8%	0.97%	2.46%	2.62%	1.87%	1.3%	2.41%
2025/01/11	13.61%	8.58%	2.73%	2.74%	0.94%	2.29%	3.03%	2.79%	1.29%	2.35%
2025/01/12	15.55%	7.38%	2.35%	3.04%	1.04%	2.37%	2.76%	2.99%	1.37%	2.26%
2025/01/13	17.37%	5.82%	2.29%	3.17%	1.18%	2.32%	2.62%	2.67%	1.19%	2.23%
2025/01/14	13.19%	5.71%	1.38%	2.87%	1.23%	2.44%	1.32%	2.78%	1.22%	2.23%
2025/01/15	15.28%	6.26%	1.87%	2.76%	1.28%	2.71%	2.28%	2.42%	1.64%	2.11%
2025/01/16	17.42%	7.7%	1.32%	2.42%	0.97%	2.39%	3.21%	1.67%	1.12%	1.97%
2025/01/21	9.61%	7.23%	1.2%	2.51%	1.75%	2.9%	3.09%	2.41%	2.2%	1.92%
2025/01/22	7.68%	6.12%	1.52%	2.84%	3.07%	2.81%	2.16%	2.84%	2.21%	2.41%
2025/01/23	12.21%	6.03%	1.76%	2.61%	5.15%	2.13%	4.5%	2.01%	1.44%	1.92%
2025/01/24	9.81%	5.83%	1.94%	2.93%	2.97%	2.46%	4.95%	1.25%	1.1%	2.42%
2025/01/25	11.2%	5.81%	1.95%	2.87%	3.12%	2.55%	2.12%	1.88%	1.28%	2.28%
2025/01/26	8.12%	6.1%	1.93%	3.21%	3.8%	2.71%	3.48%	1.44%	1.18%	1.94%
2025/01/27	6.75%	6.96%	2.2%	3.12%	3.84%	2.4%	3.32%	1.33%	2.16%	1.75%
2025/01/28	6.61%	6.59%	1.54%	3.18%	3.78%	2.91%	2.47%	1.64%	2.36%	1.83%
2025/01/29	11.03%	6.09%	2.02%	2.83%	3.36%	2.39%	2.16%	1.57%	1.92%	1.83%
2025/01/30	10.26%	5.91%	2.91%	3.06%	2.63%	2.32%	2.22%	2.27%	1.81%	1.88%
2025/01/31	11.46%	6.57%	3.13%	3.12%	2.8%	2.49%	2.35%	1.89%	1.88%	1.56%

Sportsdirect.com saw a fluctuating January, peaking at 17.59% on the 9th, then dropping to 6.61% by the 28th. Amazon.co.uk started strong but declined, ending at 6.57%. Argos.co.uk and homefitnesscode.com showed steady growth, while decathlon.co.uk surged mid-month. Jdsports.co.uk and fiido.com experienced volatility, and ebay.co.uk remained stable. Fitshop.co.uk ended with a slight decrease.

Market Exposure

Competitor Count for UK Retail Sports and Outdoors

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month
Date	Competitor Count
2025/01/01	3614
2025/01/02	3510
2025/01/03	3502
2025/01/04	3519
2025/01/05	3559
2025/01/06	3600
2025/01/07	3698
2025/01/08	3757
2025/01/09	3730
2025/01/10	3693
2025/01/11	3636
2025/01/12	3518
2025/01/13	3506
2025/01/14	3631
2025/01/15	3598
2025/01/16	3730
2025/01/21	3335
2025/01/22	3388
2025/01/23	3064
2025/01/24	3014
2025/01/25	3069
2025/01/26	3096
2025/01/27	3223
2025/01/28	3227
2025/01/29	3350
2025/01/30	3504
2025/01/31	3435

January began with 3,614 advertisers, peaking at 3,757 on the 8th. A decline followed, reaching a low of 3,014 on the 24th. The month concluded with 3,435 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Retail Sports and Outdoors

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
decathlon.co.uk	1.24%
fitness-superstore.co.uk	1.12%
halfords.com	0.58%
clubhousegolf.co.uk	0.48%
ebay.co.uk	0.36%
amazon.co.uk	-0.51%
snowandrock.com	-0.75%
cotswoldoutdoor.com	-1.27%
jdsports.co.uk	-1.95%
sportsdirect.com	-5.43%

Decathlon.co.uk and Fitness-superstore.co.uk lead with click share gains, while Sportsdirect.com faces the steepest decline. Clubhousegolf.co.uk and Halfords.com also see positive movement.

Campaign Efficiency

UK Retail Sports and Outdoors Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	sportsdirect.com	amazon.co.uk	decathlon.co.uk	jdsports.co.uk	argos.co.uk	ebay.co.uk	homefitnesscode.com	fiido.com	mirafit.co.uk	fitshop.co.uk
2025/01/01	9.69%	12.1%	1.41%	14.28%	2.23%	1.49%	1.75%	1.19%	1.56%	1.76%
2025/01/02	10.75%	13.04%	1.8%	11.93%	2.96%	1.66%	1.83%	1.29%	1.64%	1.66%
2025/01/03	10.93%	12.49%	1.96%	6.57%	3.65%	2.23%	1.78%	1.31%	1.73%	1.8%
2025/01/04	12.2%	11.49%	2.08%	8.57%	2.84%	2.38%	1.84%	1.6%	1.64%	1.55%
2025/01/05	13.26%	11.29%	1.95%	9.57%	2.28%	2.05%	1.7%	1.25%	1.57%	1.62%
2025/01/06	15.18%	10.54%	2.11%	8.33%	2.23%	2.3%	1.69%	0.89%	1.47%	1.49%
2025/01/07	11.75%	8.31%	2.07%	8.42%	2%	2.21%	1.75%	0.78%	1.68%	1.61%
2025/01/08	12.91%	8.27%	1.88%	7.67%	1.9%	1.46%	1.72%	1.18%	1.99%	1.62%
2025/01/09	18.23%	8.22%	1.07%	7.76%	1.31%	1.49%	1.6%	1.52%	1.62%	1.55%
2025/01/10	10.62%	8.43%	1.04%	7.97%	2.35%	1.66%	1.82%	1.77%	1.58%	1.83%
2025/01/11	14.45%	9.33%	1.01%	5.88%	2.49%	1.66%	1.79%	2.59%	1.45%	1.76%
2025/01/12	16.3%	8.6%	1.16%	5.42%	2.33%	1.79%	2.01%	2.71%	1.52%	1.78%
2025/01/13	19.26%	6.77%	1.29%	5.77%	2.24%	1.59%	2.03%	2.5%	1.39%	1.75%
2025/01/14	14.46%	6.48%	1.35%	4.06%	1.46%	1.67%	1.95%	2.76%	1.59%	1.81%
2025/01/15	16.74%	6.81%	1.41%	4.99%	1.84%	2.19%	1.76%	2.22%	1.72%	1.65%
2025/01/16	18.22%	8.25%	1.06%	7.79%	1.32%	1.48%	1.6%	1.51%	1.62%	1.55%
2025/01/21	11.47%	7.45%	2.56%	6.72%	1.19%	2.93%	1.63%	2.4%	1.74%	1.37%
2025/01/22	9.2%	6.58%	3.4%	6.81%	1.63%	2.88%	1.91%	2.78%	1.71%	1.72%
2025/01/23	14.07%	6.06%	6.09%	11.41%	1.61%	1.88%	1.63%	1.87%	1.23%	1.34%
2025/01/24	12.17%	6.48%	3.37%	9.11%	1.91%	1.54%	1.91%	1.26%	1.4%	1.75%
2025/01/25	13.65%	6.24%	3.77%	4.55%	1.87%	1.78%	1.83%	1.85%	1.54%	1.59%
2025/01/26	10.33%	6.97%	4.5%	4.26%	2.01%	1.75%	2.17%	1.5%	1.72%	1.47%
2025/01/27	7.68%	7.53%	4.53%	5.25%	2.1%	2.76%	2.04%	1.28%	1.58%	1.27%
2025/01/28	7.16%	7.19%	4.64%	5.32%	1.59%	3.3%	2.21%	1.63%	1.92%	1.32%
2025/01/29	12.63%	6.84%	4.01%	4.35%	1.98%	2.55%	1.91%	1.5%	1.6%	1.32%
2025/01/30	12.31%	6.41%	3.17%	2.89%	2.97%	2.5%	2.09%	2.04%	1.56%	1.38%
2025/01/31	13.81%	6.85%	3.32%	3.21%	3.1%	2.41%	2.1%	1.81%	1.67%	1.13%

In January 2025, SportsDirect.com saw a fluctuating impression share, peaking at 19.26% mid-month. Amazon.co.uk’s share declined steadily, ending at 6.85%. Decathlon.co.uk experienced growth, reaching 6.09% on January 23. JD Sports’ share decreased, closing at 3.21%. Argos.co.uk and eBay.co.uk showed minor fluctuations, while HomeFitnessCode.com and Fiido.com maintained stability. Mirafit.co.uk and Fitshop.co.uk had slight variations, ending at 1.67% and 1.13%, respectively.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Retail Sports and Outdoors

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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1
American Golf https://www.americangolf.co.uk
The UK's Leading Golf Retailer — New Launches From Industry Leading Golf Brands. Shop First The Best Gear At American Golf. Book A Fitting Today With American Golf & Get Golf Clubs Tailored Perfectly To Your...
2
Shop Outdoor Clothing & More | Klarna Available https://www.gooutdoors.co.uk
Shop a Range of Leading Outdoor Brands at GO Outdoors and Prepare For Your Next Adventure. Outdoor Clothing, Footwear and Equipment for all...
3
JD Sports https://www.jdsports.co.uk › offers › now
Offers Up To 50% Off — Same Day Click & Collect - Get Your Order Delivered To Your Local Store For Free. Shop Now. Calling All...
4
Mountain Warehouse™ | Free Delivery On Your Order https://www.mountainwarehouse.com
Enjoy Free Delivery & Up To 70% Off Sale On All Mountain Warehouse Items This Weekend. Shop...
5
Sports Direct | Sale Up To 70% Off https://www.sportsdirect.com
Official Site —Sports Direct - Shop the winter sale with up to 70% off clothing, footwear & accessories. Unbeatable Discounts On Clothing & Footwear From Sporting, Leisure & Fashion Brands!

In the competitive world of Google PPC, five advertisers stand out with compelling text ads. American Golf entices with tailored fittings and new launches, while GO Outdoors prepares adventurers with top outdoor brands. JD Sports offers irresistible discounts and convenient delivery options. Mountain Warehouse and Sports Direct captivate with massive sales, promising unbeatable deals on essential gear.

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