Cookie Policy

This policy explains what cookies are, how we use them and how you can switch them off.

What are Cookies and other tracking technologies?

Cookies are small files which are stored on your internet browsing device (e.g computer, tablet or phone) when you visit one of our websites, use our app or see one of our adverts elsewhere on the internet. Cookies don't store personal details such as your credit card details, your name or your date of birth. They play an important role in helping us to enhance the usability and performance of our websites and your experience using them. Some cookies are also essential to enable you to move around our Website and use its features. Other tracking technologies, like web beacons, clear GIFs, page tags and web bugs, are used to understand how people are using our services and to target advertising.

When you first use our Website, we will ask you to consent to our use of cookies and give you information about them. If you continue to browse our Website, and don't take steps to change your preferences, you are consenting to our use of cookies.

What types of Cookies do we use?

Our Website uses session cookies and persistent cookies. Session cookies operate from the moment you enter the Website until the moment you leave. Once you log off session cookies are deleted. Persistent cookies will not be deleted after each session.

Strictly Necessary Cookies are essential to our Website, if these are disabled, your experience on our Website may be interrupted and you may not be able to use a shopping basket or make payment.

Performance Cookies collect anonymous data about visitors. We use the data to improve your future experience and identify issues that our users may be experiencing.

Functionality Cookies customise the look and appearance of our Website. For example, a functionality cookie will remember your username and language preferences next time you visit.

Targeting or Advertising Cookies deliver advertisements which are tailored to your web activity. A targeting cookie tracks what you click on whilst on our Website, and may share details of what you click on with other organisations such as advertisers. These cookies can also help us to measure the effectiveness of an advertising campaign.

Third party cookies may be used on our Website by approved organisations to provide services on our Website.

A list of all the cookies that we, our advertising network and technology partners use can be found in our Cookie List details of which are below.

How we use Cookies and other tracking technologies

We use a combination of our own cookies, third party cookies and other tracking technologies to enhance your browsing experience and to enable our Website and app to function efficiently. In particular, we use cookies to:

  • enable you to set up an account, place orders and make payments;
  • remember items you place into your shopping basket;
  • remember items you have been looking at so that you can quickly and easily go back to an item you looked at previously;
  • enhance and personalise your shopping experience.

The default setting on your web browser is to prohibit cookies, but you may have changed this during the installation process. You can also choose which cookies Sports Direct Group places on your computer when you access our Website and can manage this in our preference centre. Further information on cookies, including instructions on how to amend your browser settings to turn off cookies, is available widely online. However, if you disable or delete certain cookies you may not be able to shop or access important parts of our Website.

Cookie List:

Cookie/tracking technology name Category [strictly necessary, performance, functionality, third party] Purpose
Criteo, Facebook and Google Third party These partners use cookies to provide you with personalised adverts when you visit other selected websites. Banner advertising appears on websites which we are affiliated with and we use the information we have learned from cookies to tailor this advertising to things we think you will like, based on your browsing history on our website.
Affiliate Window and Google Third Party Sometimes we'll advertise on third party websites. Each individual advertiser uses its own tracking cookies and the data taken is not confidential or interchangeable.
User Replay Third Party These cookies enable us to track individual customer journeys on our website (excluding any checkout pages) which are used to identify and fix bugs to make the online experience better for customers.
Google Analytics Third Party Google Analytics uses these cookies to discover when you first visited our site, how often you come back and how long you spend shopping. The information stored by these cookies can be seen only by the relevant teams at SportsDirect and Google and never shows any confidential information, we also use Google Analytics to track the performance of our website.
Facebook, Twitter, Instagram and YouTube Third Party Social sharing, social login and other social media services we offer are run by other companies. These companies may drop cookies on your computer when you use them on our site or if you are already logged in to them.
Crazy Egg Third Party These cookies allow our partner CrazyEgg to collect anonymous usage data which we use to make our website easier to use.
ASPXANONYMOUS, [Website]_AuthenticationCookie, um_IsMobile, X-SD-URep, StateKey, .DOTNETNUKE, authentication, mp__utmb, mp__utma, mp__utmc, mp__utmz, X-Origin-Cookie Strictly Necessary These cookies are used to allow you to add to your basket and place orders and allow us to recognise registered customers
AdvertCookie, ChosenSite, CountryRedirectCheckIsDone, newsletterPoppedUp, acceptedCookies, [Website]_AnonymousUserCurrency Functionality These cookies are used to remember your selected preferences and what messages you have already seen so they aren’t shown again.
ak_bmsc, TS01a19d95 Functionality These cookies are used to protect our website against bots.