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In November 2019, Sports Direct International rebranded to Frasers Group as part of their "elevation" strategy as House of Fraser became their new flagship brand. [11] In March 2020, Sports Direct announced they would remain open amid the coronavirus lockdown in the UK. A day later, after receiving widespread criticism, the decision was reversed.
The stake amounted to 11.9% of JD Sports in November 2013. Sports Direct formerly held 5% of Amer Sports. [18] In 2012 Sports Direct International purchased rival retailer JJB's brand name, website, 20 stores and all of their stock in a deal for approximately £24m. The deal saved around 550 jobs. [19] [20] [21] [22]
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The NIFL Premiership, known as the Sports Direct Premiership for sponsorship purposes, [2] and Irish Premiership colloquially, [3] [4] is a professional association football league which operates as the highest division of the Northern Ireland Football League – the national league in Northern Ireland.
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