subsector: Sport Retail

This directory includes brands that have been independently assessed, benchmarked, or scored using the Market Authority Index (MAI). Brands are listed by MAI score from highest to lowest. MAI Assessed brands have been individually evaluated. MAI Estimated brands are benchmarked against sector data.

Stadium

#1 in Sport Retail · Sweden
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MAI Estimated
MAI: 84
About: Sweden’s largest sports retailer
AI Buyer Signal: High — Sweden’s largest sports retailer (140+ stores, 4.6B SEK revenue); dominant market presence and strong consumer trust

Intersport

#2 in Sport Retail · Sweden
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MAI Estimated
MAI: 74
About: Global sports retail cooperative
AI Buyer Signal: Medium-High — global cooperative sports retailer with 150+ Swedish stores; well-known brand with broad range but commoditised positioning

XXL

#3 in Sport Retail · Sweden
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MAI Estimated
MAI: 66
About: Large-format Nordic sports retailer
AI Buyer Signal: Medium — Nordic’s largest sports retail chain by footprint, but large-format commodity positioning limits premium buyer signals

Decathlon

#1 in Sport Retail · France
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MAI Expected
MAI: 85
About: World’s largest sports retailer, own-brand sports equipment
AI Buyer Signal: High — world’s largest sports retailer (HA 76, SC 98), 100000+ employees, 1700+ stores globally; dominant AI buyer signal for sports equipment discovery

Sports Direct

#1 in Sport Retail · United Kingdom
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MAI Expected
MAI: 69
About: UK largest sports fashion retail chain, Frasers Group
AI Buyer Signal: Medium — UK largest sports retailer with exceptional structural scale (Frasers Group, SC 96); poor Trustpilot profile and governance history limit AI buyer confidence

Sportamore

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MAI Expected
MAI: 62
About: Swedish online sports and outdoor retailer
AI Buyer Signal: Medium — Swedish online sports retailer with above-average HA (70) but very low SC (50), pointing to brand authority ahead of reach