Feb 12, 2018

Sports Direct to offer esports with Game Digital tie-up

Sports Direct is to sell computer games alongside its range of cut-price tracksuits and trainers, as part of a deal that will see the athletics-wear chain lend as much as £55m to Game Digital, a struggling retailer in which it has a 26 per cent stake. Some of the Belong zones will open inside Sports Direct stores, where Game is also set to run concessions selling video games to customers who prefer to play at home. In return, it will receive half of the profits from all Belong arenas, and from Game concessions that operate within Sports Direct stores. The sportswear retailer, which is controlled by its billionaire founder Mike Ashley, could end up committing far more cash to the deal, offering Game an unsecured loan of up to £55m at a variable interest rate that currently stands at 3 per cent. Shares in Game closed up 7.9 per cent at 41p on Monday, leaving them down 16 per cent on the year.

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