Sports Direct appoints Pitch as its new PR agency

Pitch wins landmark comms account with the leading online and high street retailer

Sports Direct has appointed Pitch as its retained PR agency to inform and implement the brand’s communications strategy, following a competitive pitch process at the end of last year. The account will sit within the agency’s dedicated consumer comms division, Pitch PR, and will be led by the agency’s Head of PR, Lucy Hutchinson.

As Sports Direct’s retained agency, Pitch will be responsible for executing an overarching PR strategy, facilitating ongoing media relations, and delivering big, creative ideas for flagship moments and calendar events that will support Sports Direct’s business-wide elevation strategy.

Sports Direct has undergone a significant transformation in recent months, including a reappraisal of its brand values and the launch of a new identity centred upon the power of sport as the great equaliser. A significant remit for Pitch will be to shine a light on Sports Direct’s long term Equal Play initiative and its significant investment at the grassroots level to accelerate equality and inclusivity in sport.

Pitch can now add Sports Direct to its roster of consumer PR clients alongside the likes of long-term brand clients such as Asics, BT, Beats and Red Bull. The news marks a strong start to Pitch’s 20th anniversary year and is a sign of continued momentum following a highly successful 2021 for the integrated agency.

Beckie Stanion, Chief Marketing Officer at Sports Direct, said: ‘We were truly blown away by Pitch – not just by the final presentation of their ideas, but by their insights, their creativity, the quality of their response and their approach towards the pitch process from start to finish. Their ambition and authenticity really shone through, and their values are so clearly aligned with the new direction we are taking as a brand. The passion and enthusiasm they demonstrated for our Equal Play initiative was particularly inspiring and proved that they really understand the importance of the challenge. The whole team is excited to have them on board.”

Henry Chappell, Founding Partner of Pitch Marketing Group, said: ‘What excites us most at Pitch is working with clients who want to think bigger and create a positive impact in society. And Sports Direct is certainly aiming to do that, as they look to challenge and change perceptions, and to reposition themselves amongst both new and existing audiences. With an inspirational and highly motivated marketing team, and some great agencies in place, Sports Direct is undoubtedly on a transformational journey, and we can’t wait to be part of it.”


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