Direct Golf UK has entered into a new partnership with global sports retailer Sports Direct to help promote the game in the UK and Europe.

The deal sees Sports Direct take an equity stake and provide funding to fulfil Direct Golf’s ambition to become Europe’s number one golf retail specialist with John Andrew, owner and founder of Direct Golf, retaining majority ownership and day-to-day control of the business.

Direct Golf was founded by PGA professional Andrew in 1991 and the new collaboration with Europe’s largest and fastest growing general sporting goods retailer will aid the Huddersfield-based company in its quest to become Europe’s number one golf equipment retailer.

Andrew, a Class AA PGA professional, said: “Teaming up with Sports Direct is a fantastic opportunity for us and will give Direct Golf access to many new and attractive market opportunities. This deal gives the company the funding to realise our goal of becoming Europe’s leading golf retail company by expanding our existing store portfolio with the roll-out of a golf superstore concept with eyes on acquisition to accelerate growth."

Sports Direct provides experience in relation to supply chain buying and merchandising, logistics, brand building and marketing as well as online capability.

Andrew added: “Areas of the golf industry have been in decline now for several years in the UK and I see this move as a massive positive for both the industry and Direct Golf.”

Direct Golf UK has enjoyed massive growth in 23 years of trading. Starting with with one small shop in Huddersfield, it now has 20 retail outlets nationwide and a significant portion of the online golf market.

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