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UK Retail Sports and Outdoors - PPC Market Share Analysis April 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.

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Share of Clicks - Last month
Domain Share of clicks
sportsdirect.com 37.27
amazon.co.uk 9.18
mountainwarehouse.com 4.6
decathlon.co.uk 2.94
regatta.com 2.27
argos.co.uk 1.97
gooutdoors.co.uk 1.88
halfords.com 1.75
temu.com 1.58
fitness-superstore.co.uk 1.39
others 35.17

Copyright © Adthena. All rights reserved.

Sportsdirect.com leads with 37.27% click share, followed by Amazon.co.uk at 9.18%. Others collectively hold 35.17%, 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. 

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Share of Spend - Last Month
Date amazon.co.uk sportsdirect.com decathlon.co.uk homefitnesscode.com fitness-superstore.co.uk temu.com fitshop.co.uk mirafit.co.uk argos.co.uk halfords.com
2025/04/01 10.45% 11.51% 4.37% 4.93% 2.64% 2.3% 3.76% 2.92% 2.45% 0.92%
2025/04/02 10.45% 13.29% 4.76% 4.31% 2.43% 2.13% 4.26% 2.68% 1.65% 1.03%
2025/04/03 9.99% 18.8% 4.05% 4.13% 2.23% 2.62% 4.2% 2.53% 1.42% 0.78%
2025/04/04 10.07% 15.5% 3.69% 4.31% 2.42% 2.88% 4.57% 2.63% 1.97% 0.85%
2025/04/05 12.4% 11.83% 4.04% 5.03% 2.86% 2.55% 4.65% 2.79% 2.66% 0.9%
2025/04/06 13.54% 11.94% 4.83% 4.49% 3.11% 2% 5.15% 2.58% 2.65% 0.91%
2025/04/07 13.5% 12.89% 4.48% 5.48% 3.05% 2.38% 3.63% 2.72% 2.91% 0.86%
2025/04/08 12.03% 16.17% 3.7% 4.82% 3.22% 2.74% 3.52% 2.33% 2.39% 0.85%
2025/04/09 12.71% 12.14% 3.76% 4.56% 3.56% 2.21% 3.29% 2.48% 2.41% 0.96%
2025/04/10 13.82% 8.8% 4.59% 4.21% 3.78% 2.02% 2.41% 2.52% 2.72% 1.08%
2025/04/11 12.64% 7.31% 4.6% 4.76% 3.98% 2.83% 2.24% 3.03% 3.02% 0.94%
2025/04/12 12.57% 8.54% 4.46% 4.67% 3.9% 2.91% 2.14% 3.25% 3.06% 1.05%
2025/04/13 13.53% 9.59% 4.69% 4.79% 3.99% 3.4% 2.33% 3.02% 3.28% 0.9%
2025/04/14 14.08% 9.86% 4.69% 4.65% 3.6% 2.41% 2.1% 3.03% 3.64% 0.98%
2025/04/15 14.35% 12.78% 4.34% 4.14% 3.13% 2.76% 1.89% 2.74% 2.69% 1.34%
2025/04/16 14.14% 16.94% 4.25% 4.08% 3.42% 2.15% 1.71% 2.66% 2.29% 1.15%
2025/04/17 14.43% 8.17% 4.72% 4.58% 3.29% 2.73% 1.41% 2.95% 2.07% 1.4%
2025/04/18 9.69% 25.84% 3.11% 4.1% 2.5% 2.76% 1.34% 2.76% 1.96% 1.15%
2025/04/19 13.95% 9.59% 3.98% 4.33% 2.66% 3.41% 1.85% 2.93% 2.29% 1.26%
2025/04/20 14.08% 7.69% 3.72% 4.28% 3.15% 4.56% 1.76% 2.57% 2.26% 1.42%
2025/04/21 14.8% 8.32% 3.82% 4.59% 3.42% 3.69% 2.42% 2.59% 2.34% 1.39%
2025/04/22 13.13% 15.11% 3.61% 4.04% 3.2% 3.14% 1.86% 2.29% 2.23% 1.35%
2025/04/23 12.4% 12.4% 3.61% 4% 3.52% 2.45% 2.18% 2.32% 2.08% 1.4%
2025/04/24 14.44% 7.95% 3.75% 3.64% 3.18% 2.92% 2.35% 1.96% 2.05% 2.02%
2025/04/25 11.35% 15.26% 3.67% 3.4% 2.81% 2.59% 2.59% 2.54% 2.47% 1.93%
2025/04/26 12.87% 14.07% 4.4% 3.09% 2.32% 2.56% 2.01% 2.33% 2.59% 1.81%
2025/04/27 12.51% 13.82% 4.89% 3.27% 2.67% 2.87% 1.9% 2.28% 2.42% 1.47%
2025/04/28 14.78% 8.6% 5.73% 3.45% 2.86% 3.12% 2.02% 2.24% 2.78% 1.79%
2025/04/29 12.12% 12.31% 5.09% 3.72% 2.81% 3.18% 1.93% 2.2% 2.38% 1.67%
2025/04/30 12.42% 10.65% 4.88% 3.67% 2.93% 2.77% 2.32% 2.22% 2.07% 1.84%

Copyright © Adthena. All rights reserved.

April saw Amazon.co.uk’s PPC spend share rise steadily, peaking mid-month before a slight dip. Sportsdirect.com experienced fluctuations, with a notable spike on April 18. Decathlon.co.uk maintained a consistent trend, while Homefitnesscode.com saw a gradual decline. Fitness-superstore.co.uk and Temu.com showed minor variations. Fitshop.co.uk’s share decreased, whereas Mirafit.co.uk remained stable. Argos.co.uk and Halfords.com had modest increases towards month’s end.

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. 

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Competitor Count - Last month
Date Competitor Count
2025/04/01 1847
2025/04/02 1884
2025/04/03 1885
2025/04/04 1877
2025/04/05 1820
2025/04/06 1803
2025/04/07 1746
2025/04/08 1800
2025/04/09 1732
2025/04/10 1768
2025/04/11 1758
2025/04/12 1743
2025/04/13 1725
2025/04/14 1723
2025/04/15 1726
2025/04/16 1745
2025/04/17 1716
2025/04/18 1614
2025/04/19 1763
2025/04/20 1813
2025/04/21 1773
2025/04/22 1812
2025/04/23 1767
2025/04/24 1814
2025/04/25 1838
2025/04/26 1823
2025/04/27 1792
2025/04/28 1774
2025/04/29 1797
2025/04/30 1763

Copyright © Adthena. All rights reserved.

April began with 1,847 advertisers, peaking at 1,885 on April 3. A mid-month dip to 1,614 on April 18 was followed by a recovery, ending at 1,763.

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.

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Market Loss & Market Gains - Last month
Name Market Trend
mountainwarehouse.com 3.08%
halfords.com 0.89%
regatta.com 0.71%
jdsports.co.uk 0.4%
prodirectsport.com 0.35%
argos.co.uk -0.27%
onepeloton.com -0.27%
homefitnesscode.com -0.28%
fitshop.co.uk -0.52%
sportsdirect.com -3.9%

Copyright © Adthena. All rights reserved.

Mountainwarehouse.com surged with a 3.08% click share increase, while sportsdirect.com faced a 3.9% decline. Halfords.com and regatta.com also saw positive growth, contrasting with declines for fitshop.co.uk and others.

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.

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Date amazon.co.uk sportsdirect.com decathlon.co.uk temu.com mountainwarehouse.com fitness-superstore.co.uk homefitnesscode.com argos.co.uk fitshop.co.uk mirafit.co.uk
2025/04/01 12.44% 13.95% 5.23% 2.89% 1.69% 2.12% 2.93% 2.29% 3.02% 2.04%
2025/04/02 12.37% 16.26% 5.57% 2.68% 1.39% 2.07% 2.53% 1.67% 3.36% 1.86%
2025/04/03 11.4% 21.28% 4.89% 3.15% 1.96% 1.93% 2.42% 1.35% 3.34% 1.71%
2025/04/04 11.5% 17.23% 4.5% 3.36% 2.21% 2.05% 2.56% 1.88% 3.63% 1.73%
2025/04/05 14.18% 13.8% 5.01% 3.15% 1.2% 2.44% 2.91% 2.53% 3.84% 1.89%
2025/04/06 15.41% 14.21% 6.19% 2.44% 0.94% 2.58% 2.72% 2.5% 4.11% 1.74%
2025/04/07 15.8% 15.08% 5.51% 2.92% 0.63% 2.65% 3.12% 2.75% 3.03% 1.79%
2025/04/08 13.63% 18.52% 4.49% 3.49% 1.33% 2.67% 2.81% 2.2% 2.83% 1.52%
2025/04/09 14.19% 14.62% 4.55% 2.81% 0.6% 3.01% 2.66% 2.35% 2.69% 1.63%
2025/04/10 15.08% 10.28% 5.44% 2.47% 0.73% 3.02% 2.41% 2.57% 1.87% 1.6%
2025/04/11 13.52% 8.78% 5.37% 3.4% 1.01% 3.11% 2.64% 2.77% 1.69% 1.92%
2025/04/12 13.56% 9.48% 5.21% 3.45% 0.77% 3.11% 2.61% 2.8% 1.61% 2.12%
2025/04/13 14.53% 9.94% 5.35% 3.91% 1.23% 3.11% 2.71% 3% 1.75% 1.95%
2025/04/14 14.83% 9.96% 5.31% 2.88% 2.51% 2.75% 2.59% 3.18% 1.54% 1.88%
2025/04/15 15.09% 14.43% 4.95% 3.35% 0.67% 2.32% 2.32% 2.48% 1.4% 1.75%
2025/04/16 15.21% 20.25% 5.02% 2.58% 0.54% 2.64% 2.29% 2.13% 1.34% 1.78%
2025/04/17 16.31% 9.82% 5.61% 3.26% 1.69% 2.61% 2.59% 1.96% 1.09% 2.01%
2025/04/18 10.67% 31.28% 3.43% 3.07% 2.61% 1.87% 2.17% 1.73% 1.01% 1.63%
2025/04/19 15.53% 11.14% 4.6% 3.84% 2.47% 2.24% 2.47% 2.28% 1.47% 1.96%
2025/04/20 15.66% 9.16% 4.36% 5.23% 2.22% 2.55% 2.51% 2.1% 1.39% 1.68%
2025/04/21 16.8% 9.3% 4.47% 4.5% 2.07% 2.79% 2.59% 2.24% 1.89% 1.73%
2025/04/22 14.65% 18.12% 4.15% 3.74% 0.74% 2.52% 2.27% 2.09% 1.42% 1.44%
2025/04/23 14.22% 14.63% 4.31% 3.06% 1.19% 2.91% 2.25% 2.1% 1.73% 1.48%
2025/04/24 16.38% 9.45% 4.41% 3.57% 3.18% 2.56% 2.04% 2.04% 1.84% 1.2%
2025/04/25 12.81% 17.74% 4.28% 3.25% 2.32% 2.29% 1.88% 2.33% 2.13% 1.67%
2025/04/26 14.41% 16.42% 5.01% 3.17% 2.41% 1.84% 1.83% 2.48% 1.61% 1.52%
2025/04/27 13.97% 15.84% 5.53% 3.34% 4.14% 2.1% 1.85% 2.25% 1.48% 1.42%
2025/04/28 16.28% 9.91% 6.64% 3.75% 2.63% 2.26% 2.03% 2.51% 1.61% 1.42%
2025/04/29 13.04% 14.77% 5.92% 4.07% 3% 2.22% 2.14% 2.24% 1.49% 1.39%
2025/04/30 13.42% 12.53% 5.66% 3.52% 2.84% 2.29% 2.14% 1.95% 1.8% 1.46%

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April saw Amazon.co.uk’s impression share fluctuate, peaking mid-month. Sportsdirect.com experienced a dramatic spike on April 18. Decathlon.co.uk maintained a steady presence, while Temu.com and Mountainwarehouse.com showed varied trends. The month concluded with Amazon.co.uk leading.

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.

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  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. Book A...

  2. 2
    Cotswold Outdoor https://www.cotswoldoutdoor.com › cotswold › outdoor

    UK's Leading Outdoor Retailer — Browse Cotswold Outdoor’s Extensive Range Of Quality Clothing, Footwear & Accessories. Visit Us...

  3. 3
    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

  4. 4
    Mountain Warehouse™ - Free Delivery On Your Order https://www.mountainwarehouse.com

    Enjoy Free Delivery & Up To 70% Off Sale On All Mountain Warehouse Items This Weekend. Shop...

  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 landscape of Google PPC, top performers like American Golf and Cotswold Outdoor captivate with promises of leading brands and extensive ranges. Go Outdoors and Mountain Warehouse entice adventurers with discounts, while Sports Direct offers flexible payment options, ensuring every shopper finds their perfect fit.

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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.