Sprinter, a leading sports retailer, is accelerating its expansion plan as it closes 2024 with a strong footprint in Spain. The Alicante-based brand is outpacing its largest direct rival, Decathlon, by opening new stores across Spain and the Netherlands. In the first part of 2023, Sprinter announced 28 openings, including several acquisitions of Perry Sport and Aktie Sport chains, enabling a broader national presence.
The latest updates come from Sprinter itself, a key brand within the Iberian Sports Retail Group (ISRG). The group is owned by the British multinational JD Sports and remains connected to family leadership that originated the banner. The expansion strategy reflects a broader push by ISRG to consolidate multiple sports brands under one umbrella while pursuing rapid physical growth.
Recently, Sprinter opened its 14th store this year at Plaza Norte 2 shopping mall in Madrid, reinforcing a strategic central axis for the capital. The company plans to add more branches before year-end, including new locations in Pontevedra and Vilanova i la Geltrú in Barcelona. With these additions, Sprinter aims to surpass 200 stores across Spain, a milestone that highlights its competitiveness against Decathlon in the Spanish market.
Sprinter facilities are showcased in the Las Atalayas industrial area in Alicante.
In practical terms, the expansion translates into a rise in employment and more floor space. The network growth is complemented by a boost in sales capacity, with roughly 10,000 additional square meters of retail space and about 350 new jobs tied to the new stores. This scale-up reflects the chain’s strategy to make sports gear more accessible across major urban and regional centers.
predictions
The company projects a continued acceleration of its expansion through 2023. In its plans for the near term, Sprinter is targeting 16 new stores within Spain in the first half of the next year and a further 12 openings in the Netherlands. The Alicante-based company also intends to rebrand two Perry and Aktie locations and to open ten new stores in Europe, extending its footprint beyond the Iberian Peninsula. These movements position Sprinter as a formidable force in the European sports retail landscape, with a diversified portfolio and growing cross-border presence.
a muscular job
Explaining the strategy, Sprinter’s District Manager for the Downtown District described the stores as 100% oriented toward sports enthusiasts. The shops emphasize textiles and footwear and feature dedicated sections for major brands such as Nike, Adidas, and Puma. Services extend beyond typical merchandise, offering consulting and customization options for team jerseys, as well as on-site screen printing. Interactive touch screens provide a seamless way for customers to place orders for footwear directly in-store.
Sprinter’s Alicante stores exemplify this approach, serving as a hub for community-focused retail experiences in the region.
Billing
Sprinter Megacentros del Deporte SL reported turnover of 399.9 million euros for the year ending January 31, 2021, reflecting a modest year-over-year increase of 0.6 percent and a profit of 18.3 million euros. As part of ISRG, Sprinter holds a controlling stake alongside JD Sports, while other brands within the group include Sport Zone, Size, Aktisport, Perry Sport, and Bodytone. The Iberian Peninsula network comprises approximately 440 physical points of sale across three countries, with more than 8,000 employees and multiple online stores, contributing to a substantial market presence in Spain, Portugal, and the Netherlands. The group’s combined turnover surpassed the one-billion-euro mark in the previous years, underscoring its regional leadership in multi-brand sports retail.