Log in Book a Demo

UK Retail Sports and Outdoors - PPC Market Share Analysis May 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Sports and Outdoors category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Retail Sports and Outdoors brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

See more data
Share of Clicks - Last month
Domain Share of clicks
sportsdirect.com 43.55
amazon.co.uk 6.01
mountainwarehouse.com 4.22
decathlon.co.uk 2.86
gooutdoors.co.uk 2.21
halfords.com 1.81
temu.com 1.72
argos.co.uk 1.6
jdsports.co.uk 1.27
affordablegolf.co.uk 1.05
others 33.7

Copyright © Adthena. All rights reserved.

In the PPC landscape, Sports Direct dominates with 43.55% click share, followed by Amazon at 6.01%. “Others” collectively hold 33.7%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 UK Retail Sports and Outdoors brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

See more data
Share of Spend - Last Month
Date sportsdirect.com amazon.co.uk decathlon.co.uk fitshop.co.uk temu.com mirafit.co.uk homefitnesscode.com argos.co.uk fitness-superstore.co.uk engwe-bikes-uk.com
2025/05/01 15.17% 10.37% 4.26% 1.9% 3.35% 2.28% 2.84% 1.63% 2.23% 0.91%
2025/05/02 15.02% 10.08% 4.15% 1.85% 2.83% 2.23% 2.71% 2.18% 2.28% 1.04%
2025/05/03 18.16% 11.04% 3.8% 2.14% 2.84% 2.08% 2.33% 2.23% 2.21% 1.1%
2025/05/04 15.95% 12.68% 3.92% 2.44% 2.74% 2.13% 2.44% 2.24% 2.57% 1.28%
2025/05/05 14.39% 13.91% 4.19% 2.3% 3.16% 1.97% 2.45% 2.12% 2.57% 1.53%
2025/05/06 16.4% 15.06% 4% 1.97% 3.46% 2.02% 2.41% 1.81% 2.18% 0.95%
2025/05/07 13.34% 13.58% 3.47% 1.94% 3.13% 2.04% 2.26% 1.5% 1.34% 1.37%
2025/05/08 16.31% 7.33% 3.87% 1.9% 3.39% 2.14% 2.25% 1.68% 2.64% 1.1%
2025/05/09 14.57% 8.32% 4.15% 2.12% 3.54% 2.14% 2.06% 1.87% 2.14% 1.12%
2025/05/10 11.41% 8.35% 4.49% 2.04% 3.97% 2.19% 2.27% 1.95% 1.91% 0.85%
2025/05/11 12.83% 8.89% 4.55% 2.19% 3.75% 2.05% 2.13% 2.2% 1.7% 1.12%
2025/05/12 13.19% 7.56% 4.45% 2.21% 3.71% 2.14% 2.49% 2.84% 1.77% 1.35%
2025/05/13 18.63% 7.79% 4.28% 1.96% 3.18% 1.97% 2.37% 2.15% 1.65% 1.2%
2025/05/14 15.22% 8.36% 5.03% 1.74% 2.8% 2.21% 2.24% 1.47% 1.64% 3.86%
2025/05/15 15.22% 7.81% 4.92% 1.86% 2.97% 2.08% 2.17% 0.95% 1.61% 3.46%
2025/05/16 5.73% 8.39% 5% 2.41% 3.03% 2.95% 2.37% 1.43% 2.04% 1.61%
2025/05/17 10.55% 8.75% 4.59% 2.4% 3.93% 3.08% 2.38% 1.29% 1.65% 2.27%
2025/05/18 8.83% 9.15% 5.03% 2.65% 4.57% 3.06% 2.83% 1.48% 1.87% 2.71%
2025/05/19 9.19% 10.37% 7.34% 2.03% 3.49% 2.4% 2.33% 1.94% 1.7% 2.02%
2025/05/20 8.86% 7.04% 5.24% 2.33% 3.55% 2.34% 2.74% 2.5% 2.32% 1.88%
2025/05/21 11.36% 5.29% 5.23% 2.32% 3.11% 2.81% 2.73% 2.37% 2.31% 1.47%
2025/05/22 10.98% 5.46% 5.29% 2.58% 3.35% 2.78% 2.27% 2.09% 2.05% 1.91%
2025/05/23 23.8% 4.98% 3.94% 2.25% 2.16% 2.23% 2.47% 1.7% 1.54% 1.28%
2025/05/24 14.21% 4.93% 4.51% 2.31% 3.36% 2.48% 2.83% 2.54% 1.73% 1.58%
2025/05/25 14.64% 5.62% 5.05% 2.28% 4.11% 2.48% 2.56% 2.45% 1.8% 1.3%
2025/05/26 18.42% 4.7% 4.22% 2.89% 4.13% 2.45% 2.65% 1.94% 1.84% 1.76%
2025/05/27 20.21% 6.24% 5.11% 3.1% 3.27% 2.27% 2.2% 1.87% 1.93% 1.15%
2025/05/28 12.81% 7.22% 5.5% 3.15% 2.32% 2.54% 2.26% 1.87% 2.34% 1.1%
2025/05/29 16.56% 6.96% 4.83% 3.89% 2.47% 2.2% 2.27% 1.73% 1.93% 0.92%
2025/05/30 16.57% 7.39% 4.55% 3.61% 2.6% 2.17% 2.4% 1.64% 1.82% 1.65%
2025/05/31 27.41% 7.14% 3.54% 3.03% 2.65% 1.91% 1.66% 1.59% 1.53% 1.18%

Copyright © Adthena. All rights reserved.

In May 2025, sportsdirect.com led with fluctuating spend, peaking at 27.41% on the 31st. Amazon.co.uk’s share declined, while decathlon.co.uk remained steady. Engwe-bikes-uk.com saw a mid-month surge. The month ended with diverse spending patterns.

Market Exposure

Competitor Count for UK Retail Sports and Outdoors

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

See more data
Competitor Count - Last month
Date Competitor Count
2025/05/01 1754
2025/05/02 1757
2025/05/03 1834
2025/05/04 1771
2025/05/05 1789
2025/05/06 1748
2025/05/07 1993
2025/05/08 2074
2025/05/09 2046
2025/05/10 2011
2025/05/11 2019
2025/05/12 2009
2025/05/13 2033
2025/05/14 2028
2025/05/15 2114
2025/05/16 2010
2025/05/17 1875
2025/05/18 1897
2025/05/19 1873
2025/05/20 1939
2025/05/21 1884
2025/05/22 1864
2025/05/23 1795
2025/05/24 1839
2025/05/25 1802
2025/05/26 1792
2025/05/27 1791
2025/05/28 1782
2025/05/29 1820
2025/05/30 1740
2025/05/31 1716

Copyright © Adthena. All rights reserved.

May began with 1,754 advertisers, peaking at 2,114 mid-month. A decline followed, ending at 1,716.

Campaign Efficiency

Market Loss & Market Gains for UK Retail Sports and Outdoors

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

See more data
Market Loss & Market Gains - Last month
Name Market Trend
sportsdirect.com 5.92%
gooutdoors.co.uk 0.9%
footlocker.co.uk 0.54%
decathlon.co.uk 0.31%
technogym.com 0.29%
puma.com -0.22%
biketart.com -0.39%
halfords.com -0.78%
amazon.co.uk -1.94%
mountainwarehouse.com -3.16%

Copyright © Adthena. All rights reserved.

Sportsdirect.com surged with a 5.92% click share increase, while mountainwarehouse.com dropped by 3.16%.

Campaign Efficiency

UK Retail Sports and Outdoors Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

See more data
Date sportsdirect.com amazon.co.uk decathlon.co.uk temu.com fitshop.co.uk argos.co.uk fitness-superstore.co.uk engwe-bikes-uk.com ebay.co.uk mountainwarehouse.com
2025/05/01 17.75% 11.48% 5% 4.19% 1.5% 1.59% 1.74% 1% 1.08% 3.27%
2025/05/02 17.68% 11.28% 4.88% 3.44% 1.5% 2.23% 1.82% 1.15% 1.37% 3.05%
2025/05/03 21.07% 11.71% 4.36% 3.34% 1.66% 2.33% 1.77% 1.11% 1.32% 2.56%
2025/05/04 18.22% 13.56% 4.52% 3.12% 1.93% 2.32% 2.06% 1.52% 1.42% 3.08%
2025/05/05 16.65% 15% 4.85% 3.68% 1.82% 2.12% 2.02% 1.77% 1.31% 2.11%
2025/05/06 18.8% 15.88% 4.58% 4.04% 1.56% 1.8% 1.73% 1.14% 1.23% 1.92%
2025/05/07 15.39% 14.91% 4.21% 3.84% 1.52% 1.57% 1.01% 1.61% 1.39% 2.75%
2025/05/08 18.51% 8.24% 4.71% 4.13% 1.49% 1.7% 2.11% 1.24% 1.94% 1.91%
2025/05/09 17.28% 9.18% 5.04% 4.14% 1.65% 1.86% 1.7% 1.31% 1.84% 1.55%
2025/05/10 13.1% 9.45% 5.38% 4.62% 1.64% 2.14% 1.51% 0.95% 1.91% 3.04%
2025/05/11 14.58% 9.69% 5.39% 4.35% 1.72% 2.32% 1.37% 1.18% 1.9% 3%
2025/05/12 15.04% 8.65% 5.3% 4.34% 1.76% 2.98% 1.41% 1.39% 2.23% 2.58%
2025/05/13 20.86% 8.53% 5.01% 3.77% 1.49% 2.18% 1.29% 1.39% 1.91% 3.18%
2025/05/14 17.07% 9.46% 5.95% 3.37% 1.34% 1.5% 1.28% 4.43% 2.17% 2.31%
2025/05/15 18.02% 8.76% 5.82% 3.62% 1.41% 0.98% 1.24% 3.62% 2.19% 0.92%
2025/05/16 6.78% 10.17% 6.26% 3.85% 1.94% 1.56% 1.6% 1.88% 1.44% 2.23%
2025/05/17 12.46% 9.97% 5.52% 4.71% 1.84% 1.37% 1.25% 2.7% 1.2% 1.55%
2025/05/18 10.65% 10.41% 6.5% 5.55% 2.05% 1.49% 1.52% 3.32% 1.6% 1.9%
2025/05/19 10.03% 12% 9.59% 4% 1.55% 1.9% 1.3% 2.22% 1.41% 0.89%
2025/05/20 10.23% 8.47% 6.61% 4.68% 1.83% 2.61% 1.87% 2.09% 1.67% 0.82%
2025/05/21 13.95% 6.33% 6.47% 3.96% 1.87% 2.52% 1.86% 1.86% 1.73% 0.7%
2025/05/22 12.62% 6.86% 6.33% 4.26% 2.08% 2.37% 1.67% 2.22% 1.88% 0.74%
2025/05/23 28.32% 6% 4.65% 2.67% 1.77% 1.86% 1.22% 1.56% 1.47% 0.66%
2025/05/24 16.66% 5.71% 5.32% 4.05% 1.8% 2.67% 1.35% 1.91% 1.21% 2.26%
2025/05/25 17.23% 6.7% 6.1% 5.07% 1.88% 2.57% 1.5% 1.45% 1.62% 0.99%
2025/05/26 21.09% 5.44% 5.03% 4.99% 2.29% 2.04% 1.48% 2.04% 1.19% 2.35%
2025/05/27 23.48% 7.12% 5.73% 3.92% 2.39% 1.92% 1.49% 1.21% 1.26% 0.96%
2025/05/28 15.45% 8.51% 6.48% 2.9% 2.61% 1.91% 1.9% 1.24% 1.11% 1.19%
2025/05/29 19.52% 8.54% 5.78% 3.12% 3.3% 1.86% 1.6% 1.08% 1.2% 1.06%
2025/05/30 20.39% 8.81% 5.42% 3.27% 2.93% 1.74% 1.47% 1.91% 0.96% 1.51%
2025/05/31 32.41% 8.04% 4.08% 3.19% 2.4% 1.6% 1.21% 1.15% 1.11% 1.09%

Copyright © Adthena. All rights reserved.

In May 2025, sportsdirect.com led with fluctuating impressions, peaking at 32.41% on the 31st. Amazon.co.uk saw a decline, ending at 8.04%. Decathlon.co.uk remained steady, while temu.com and fitshop.co.uk showed minor variations. Mountainwarehouse.com experienced a dip, closing at 1.09%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Retail Sports and Outdoors

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

See more data
  1. 1
    American Golf https://www.americangolf.co.uk

    The UK's Leading Golf Retailer — New Launches From Industry Leading Golf Brands. Shop First The Best Gear At American Golf.

  2. 2
    Go Outdoors™ https://www.gooutdoors.co.uk

    UK's Largest Outdoor Retailer — Shop a Range of Leading Outdoor Brands at GO Outdoors and Prepare For Your Next Adventure. Outdoor Clothing, Footwear and Equipment for all...

  3. 3
    Gymshark. We Do Gym. - Shop Gymshark Gym Clothing https://uk.gymshark.com › gym_clothing

    Achieve Your Best In & Out Of The Gym With Our High Quality Products & Unrivalled Fits.

  4. 4
    Mountain Warehouse™ | Flash 20% Off Code: MAY20 https://www.mountainwarehouse.com

    Enjoy Extra 20% Off With Code: MAY20 On All Mountain Warehouse Items. Shop Online and Get...

  5. 5
    Football Boots - Sports Direct | Winter Sale Up To 70% Off https://www.sportsdirect.com › football › boots

    Buy Now Pay Later with Frasers Plus. Representative APR: 29.9% (var). Subject to Status.

Copyright © Adthena. All rights reserved.

In the competitive world of retail, five brands stand out with compelling PPC ads. American Golf entices with new launches from top golf brands, while Go Outdoors invites adventurers with a vast range of outdoor gear. Gymshark promises unmatched gym fits, Mountain Warehouse offers a tempting 20% discount, and Sports Direct lures with a winter sale up to 70% off. Each ad uniquely captures its audience, showcasing the power of targeted messaging.

Frequently Asked Questions

Customer Success Stories

Capital on Tap case study

PPC Case Study: Capital on Tap doubles PMax conversions and cuts CPL by 37%

Capital on Tap partnered with Adthena to streamline their paid search efforts, driving measurable improvements in efficiency, spend optimization, and brand protection.

The results showcase how strategic automation and search intelligence deliver real business impact.Read case study

PPC case study: How Serotonin x Assos achieved 6-figure growth & brand protection

In this PPC case study, Serotonin x Assos generated six figures in additional revenue by leveraging Adthena's brand protection solution.

Adthena identified over 108,000 trademark infringements, empowering the company to safeguard its brand equity and stay ahead of competitors.Read case study
Budget cuts case study

Doing more with less: how Adthena customers are maximizing PPC performance with shrinking budgets

In today's volatile economic landscape, businesses face unprecedented challenges in justifying their marketing expenditures. While maximizing PPC performance and ensuring that every dollar spent delivers results, adopting a data-driven approach is imperative. Paid search advertising, a cornerstone of digital marketing strategies, is no longer immune to these budget cuts. As companies grapple with rising redundancies and shifting consumer behaviors, advertising teams are pressured to do more with less.Read case study

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

Related reports

US
UK
US
US