No wonder Mike Ashley has suddenly turned back up at Newcastle United.

After not being seen at a match for 13 months, the NUFC owner reappeared at St James Park in September and has now attended the last seven matches, home and away.

Even when on a long non-winning run of 11 matches (all competition), clearly Mike Ashley found Newcastle United light relief compared to his retail empire’s trials and tribulations.

Monday saw yet another disastrous day for the NUFC owner and the rest of the Sports Direct shareholders.

A devastating analysts report from Berenberg pointed out the Sports Direct failings compared to the impressive performance of competitors, especially Amazon, which they say is an ever growing threat to Mike Ashley and Sports Direct.

On the back of this independent analysis, Sports Direct shares fell by over 10% yesterday, from 324.5p to 286.9p, this represents a paper (Wallpaper! – Mike Ashley famously using the term to describe how his wealth was tied up n shares) loss of £124m to Ashley alone in terms of his SD shareholding value.

If you go back to only mid-July, Sports Direct shares were trading at 429.3p, meaning that in less than four months they have lost a third of their value, a personal paper loss for Mike Ashley of £470m in his shareholding.

Newcastle fans will take every encouragement from the news as they look to persuade Mike Ashley to sell Newcastle United.

For over 10 years now, Ashley has pretended he is trying to sell the club, when it is patently not the case. Anybody who has their house up for sale for a decade without selling it, clearly isn’t serious about trying to do so, obviously not having it at a fair market sale price – if indeed Ashley has ever had it up for sale at any time/price.

The Newcastle fan protests have seen the Sports Direct shops targeted in the high street, as well as interference ran online, especially in terms of SD’s social media.

How much that has contributed to the falling share price is impossible to gauge but as another retailer says…Every little helps.

Sports Direct is getting it from all sides regarding its shockingly poor offering, a new Which report asked more than 10,000 people about their experience of shopping online, of the major brands featured, only Homebase had a worse rating than Sports Direct.

Who knows what Mike Ashley’s intentions are with either Sports Direct or Newcastle United but as NUFC fans, the only thing we do know is that he is poison for our football club and needs to sell it on.

Clearly the focus for Newcastle fans is to continue to aim at Sports Direct which is his Achilles heel, the more negative publicity the better.

This Saturday sees coordinated protests at both the Sports Direct HQ in Shirebrook and outside the SD flagship store in Oxford Street, London (details of both HERE).

The Mail:

‘Sports Direct tycoon Mike Ashley has taken a £124m hit to his wealth after shares in the retailer he founded took a dive on the back of a damning broker note.

Analysts at Berenberg shot down Ashley’s ambition of creating the ‘Selfridges of Sport’, saying the idea lacked credibility and risked confusing customers about what Sports Direct actually offered.

And though the Newcastle United owner made a fortune out of selling cheap tracksuits and footballs, Berenberg thinks the brand is losing popularity among shoppers.

Analyst Graham Renwick said: ‘Sports Direct is, we believe, most exposed to the threat from Amazon. The online giant is already the second-most visited UK sports retailer and has forged encouraging partnerships with Nike and Adidas in the US.

‘Amazon is already better than Sports Direct on product range, price and convenience.’

To add insult to injury for Ashley, Renwick added that the millionaire’s company had the worst online site of any of its peers. Rival JD Sports has a much better website which brands want to appear on. He claimed Sports Direct had a ‘strained’ relationship with major brands such as Nike and Adidas as well, which could leave it vulnerable. Its shares tumbled by 11.6 per cent, or 37.6p, to 286.9p as investors followed Berenberg’s ‘sell’ recommendation.’



  • graham18

    Good.I hope SD goes bust.FCB OUT!!

    • Pezza

      Hmm, that will be good for employees and the economy.

  • MidlandsMag

    Has anybody else had an email this morning from Evans Cycles quoting:
    “You may be aware that Sports Direct Group, through a subsidiary, recently acquired the business and assets of F.W. Evans Cycles Limited.”
    Will never be buying from them anymore.

    • Pezza

      Were have you been? This was 3 weeks ago.

      • MidlandsMag

        obviously missed that one :)

    • Big Hairy Man

      Could put a few bikes in the online basket though.

      • Toontaff

        Already done!

    • mentalman

      The mag is constantly plastered with adverts for everton direct .com which looks very sports directs website and our own.

      I have had to write this in a funny way because it keeps getting blocked

  • mentalman

    Its a non story really, it happens every year as sales of sporting goods drop off in the winter. This would be far better happening during the summer months, then he would be in trouble

    • Kenny

      True, he lost £700m one year & it bounced back

    • Pezza

      The share price is really down to HoF. SD could be weakened if they don’t get the strategy right with Hof and until they see results, investors will be nervous.

    • porciestreet

      Are you kidding…!
      5 weeks to Christmas and sales going through the floor tells its own story…hes got major probs pal…
      FATBASTARDOUT… H W T L.

      • mentalman

        Its common knowledge that sports retailers profits drop off in september october and november and dont pick up significantly.

        JD sports share price has also dropped

        Trading portals advice buying shares in sports retailers at this time of year due to the drop off

  • Grahame Johnson

    Flanels,debenhams,evans,fcuk,house of fraiser, sports direct, all jabbas empire

  • Kenny

    Just made my day
    😂😂

    • Themoscow72

      He will bounce back always does. The king of the High Street is Mike.

  • robbersdog

    I went into SD shop in Islington (London) last week and I was surprised to discover that it’s no longer exclusively a sports retailer. It now stocks a whole array of tat, eg, women’s tights, hats, a smattering of children’s toys etc. It’s basically a giant market stall masquerading as a retail outlet – very downmarket, the kind of place where I imagine the guests on the Jeremy Kyle Show buy their clobber.

    • Rich Lawson

      They seem to work there as well !

      • Toon Arnie

        I’m sure Moscow and Clarko do – I can picture them in the badly fitting sportswear walking around in a constant state of confusion !

        • MadMag83

          I take it you mean walking around their padded cell or their mothers spare room.

          • Themoscow72

            Left home aged and been in plenty of cells but none padded.
            Wolves crowd set to be 50,808. You heard it first from me.

          • MadMag83

            Probably will be. I don’t criticise those that go, it’s their choice, and after the recent upturn in results I suspect fans will be tempted to go. I refuse to give Fatso any of my money however.

  • DZA

    It’s a non story and Amazon isn’t always that cheaper as you can shop around and find some retailers who are even cheaper without ordering online, it’s just doing your homework beforehand like anything in this world. All retailers take a hit and I don’t think Ashley will be sweating, do you? If Sports Direct was to go under this would of happened years ago but the lack of sport retailers on the UK high streets, shows SD will be here to stay.

    • porciestreet

      Yes, but at what cost…?
      If you or I had a business that was heamoraging cash like he is your accountant would be screaming ..SEEEEEELL.!
      He is 5h!tting himself right now and I can smell it here in Greece.
      FATBASTARDOUT.. H W T L.

  • Paul Patterson

    Good. His stores are just a glorified jumble sale.
    I know where he can recover £250m from quite easily if he wanted to.
    In the meantime #Shopamazon

    • Carverlier football

      Not to mention a fire hazard. I’d rather people went to one of his direct competitors such as JD than Amazon mind…

      • Paul Patterson

        I’m sure he has shares in JD..

        • KennySamsung

          Correct

    • Wezza

      Yes from our club – in January he will have another 60M or so which will evaporate under the guise of wages and orrenious contracts (yes they keep using that excuse)

  • Peaky

    Reap what you sow you fat piece ofshit……..

  • Themoscow72

    Sports Direct will make another £300m this year and will out perform expectations.
    The share price has varied from 90p to nearly £9.00 so no big deal.
    While the high street crumbles around him he goes from strength to strength.
    Amazon has ruined the high street as they do not pay rent, rates or proper taxes that is why so many stores have closed.

    • Will In Despair!

      Yet another uneducated and naive comment, basically you have no idea!

      • drc74

        mike told him in a lift

      • Themoscow72

        Well how much will Sports Direct make this year. I say £300m and will not be far wrong.

        • Toon Arnie

          Based on what ? You can barely string a meaningful sentence together and yet we’re expected to pay credence to your business acumen – silliness !!

          • Themoscow72

            Left University by the time I was twenty mate so you got that one wrong again.

          • Toon Arnie

            Quit when you’re behind – I admire your honesty.

    • Wezza

      Why would you even care? I note you didn’t reply to me last night – which must mean I am right.
      Stop the trolling!

      • drc74

        ive been waiting for tge spxnkster to answere your’do u want ashley to sell now’ for about three monthsxnow, 😂

        • Themoscow72

          I have told everybody my stance. He cannot sell the club till we have a buyer who is very cash rich.

          • drc74

            thats still not answering the question weazer asked u, do u want him to sell the club

    • Toon Arnie

      Has Ashley honoured his promise on those House of Fraser gift cards yet ? He really is pond life and yet people on here STILL defend and even champion him !

    • Wezza

      What does that have to do with Newcastle being allowed to spend its own money on strengthening the team, academy and facilities?
      Why do you care?

  • Billmag

    Any sort of hit fatty gets is music to our ears irrespective of wether he bounces back or not.

  • Coble’s Return

    SD also rated by Which as the worst online retailer in the UK, with the exception of Homebase. Keep the pressure on. Boycott Day is coming! #BoycottWolves.

  • porciestreet

    TAKE THAT YOU B4ST4D…..!
    Just shows you, you keep kicking the dog for so long it will finally bite you where it hurts, and you my friend are only seeing the beginning.
    Keep up the pressure guys, at this rate he will be skint and I will be first on the plane for the biggest street party UK has ever seen.
    FATBASTARDOUT….H W T L.

  • t00nraider

    Had on there Jimmy. He’s been pretenting to sell it for over ten years? So you are saying as soon as he bought it, he’s said he’s been trying to sell it? Also, am I right in thinking yiz believe the share price drop is down to the protesting and Ashley going to games is because Sports Direct isn’t doing very well. Hadaway!

  • JohnnyH

    Ashley’s procurement of ailing high street retailers has always been opportunistic rather than based on long term business planning. I suppose his scattergun approach to business management, would make the markets nervous periodically.
    The worry I’ve got is that NUFC is now a more reliable performer for him, offering a business hedge in stability, whilst his other interests are either going through take over (stripping) or are not performing well enough to keep the wolves from his door.
    In short I don’t see this as all good from our perspective.

    SO KEEP THE PRESSURE UP

    BOYCOTT WOLVES

    • Leazes.

      Buy Trainers!

      #ASHLEYOUT

    • Paul Patterson

      Correct. Believe me, he’ll be looking at other high streets chains who are struggling with keen interest. His planning for the football club comes last in his method of thinking.
      Next summer I wouldn’t be surprised if our new signings were ‘Mark’ and ‘Spencer’ giving our team a ‘New look’.

    • Carverlier football

      Given how he runs us I wouldn’t say we’re that reliable – two relegations already, another battle this season, whether we survive or not we’ll always be in danger, as soon as we go down and don’t bounce straight back he’s knackered

      • JohnnyH

        Fair point, I was working on the assumption we stay up this season, and
        If we continue to finish at least 17th every season, it’s pretty much guaranteed we’ll bring in about £200 million per year, plus he knows he’s got a business which is more immune to the vagaries of the retail sector.

    • Themoscow72

      Wolves attendance will be 50,802.

      • FatParosite

        If you keep on presenting your opinion as statistical fact.. nothing will happen. You’re so wise… you know everything… you’re so great… Just like pathetic conspiracy theorists who think they know something more than everyone else. Keep shooting down any ANY idea or action that just might DO something…. if you were not so negative.

  • Leazes.

    Fluctuations in share price are irrelevant if you don’t sell them…. it makes no difference to this operation which doesn’t give a hoot about share holders, his floatation of the company was a means to an end…. to raise more capital.

    • MadMag83

      Agreed. I wouldn’t be surprised if he’s buying the shares back at a lower price than he sold them for. Ready to sell on again as and when business improves. Ashley is a speculator (amongst other things).

      • mentalman

        He’s been accused of encouraging the share price to drop previously

  • Wezza

    My heart bleeds for the FCB. Note the oozing sarcasm!
    To FCB:
    Sell the club, take your lies and deceit with you and also take Bishop and Barnes with you as well!

  • Peaky

    £470m will now be the asking price for the club no doubt…..FatWank will have known this was coming all along hence his appearance at every game purely to detract from the fact that Rafa will have sweet fuckall to spend in January…..Bishop controls his every statement and every movement….

  • Mr wobert

    Just one question,why should he sell????
    He is actually making money from nufc.if he was losing he would sell for sure. ( in my opinion)

  • KennySamsung

    There are so many more areas that Ashley has his money in. He owns in excess of £250 million pounds worth of real estate in London, also shares in his competitors companies (yes he supports his competitors against his precious SD). You’ll probably find in the future he will move away from sports retail and into eh Cherry Knowles ward 27 bed 5 .. with his slazenger slippers on and an everlast robe which he can’t tie at the waste.
    One day something or someone will come out of the closset to put him where he firmly belongs.. in the gutter. To not care about the people who put money in his pocket will come back to haunt him, I am 100% sure of this.

    • FatParosite

      Poetry.

  • FatParosite

    It couldn’t happen to a nicer kernt.