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Mike Ashley chances Sports Direct return to social media after 4 weeks in hiding – It doesn’t go well

3 years ago

As we all know by now, Sports Direct is Mike Ashley’s Achilles heel.

It is of course the reason why he bought Newcastle United, his people doing the negotiating telling John Hall that Ashley wanted the club so he could promote SD around the world and grow the brand/business.

With the Newcastle United owner refusing to allow the manager the transfer funds that are desperately needed, and to add insult to injury, Ashley has also failed to give the go ahead for ongoing essential investment in the Academy, the substandard training facilities, and even St James Park itself….fans have been left with little choice but to fight back.

Newcastle supporters looking at any way possible to hinder/affect Mike Ashley and there has been some considerable success on social media.

Mike Ashley’s PR agency/partner, ran by Keith Bishop, forced to make their Twitter account private, due to Newcastle fans causing them problems with interference on social media. Not exactly a great move/look for a PR agency to have.

Newcastle fans have also being  visiting the Sports Direct online store and filling their baskets with anything up to hundreds of thousand of pounds worth of products, meaning many lines show out of stock when punters are trying to buy.

With interference also being ran on the official Sports Direct Twitter account, Newcastle fans bombarding it with replies whenever trying to promote any products, it led to no promotional messages being sent out by Ashley’s people.

This is a Twitter account where usually at least half a dozen messages had been sent out every day, to promote various products and to try and stimulate extra sales.

The final promotional Twitter message was sent out on 23 July and then nothing, until 5.18pm on 20 August (yesterday), they chanced their arm again after exactly four weeks of silence.

It didn’t go well…

As of this morning, only 15 hours after the Sports Direct promotional tweet promoting a pair of Nike trainers went out, the Twitter message has attracted only 2 retweets, 20 likes, and 704 replies!

With protests outside Sports Direct high street stores and a campaign against SD and other brands via social media/online, it has clearly been having an impact. Mike Ashley and his PR people running their own dirty tricks campaign, with willing stooges such as Dennis Wise, Richard Keys, Andy Gray, Sam Allardyce, Simon Jordan, and even Shola Ameobi, willing to defend the NUFC owner.

Here are just a few of those 704 replies:

The Honest Johns:

‘Where’s the money Mike? #ASHLEYOUT’


‘They look great for running in.

I would recommend them to Mike Ashley but

  1. a) he doesn’t know how to run a football club,
  2. b) he doesn’t know how to run an ethical, law-abiding business, and
  3. c) he doesn’t know how to run. #ifrafagoeswego’

Paul Robert Wood:

‘Hasn’t blown over yet #ashleyout’

Andrew Wells:

‘I’ll use sportsredirect instead.’

Richard Lavender:

‘I’m really surprised Nike associate with this company. That’s the perfect way to devalue your brand. Come on Nike you’re better than that.’

Alfie Boldon:

‘Get out of our club YFCB, #IfRafaGoesWego #boycottsportsdirect’

Daryl Taylor:

‘  UK’s number one’

Martyn Wheatcroft:

‘This post is barely 20 mins old and full of comments. Sitting around the pool reading it properly made me laugh out loud.’

Josh Thompson:

‘We will not stop.’

Steven Cook:

‘Hi Nike  are you happy that your brand is being tarnished by association with this company.’

Geordie Ahmed:

‘Oh dear, this didn’t go to plan did it.

You actually believed Keith Bishop when he says this will all blow over?’


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