Sports Direct Announced as Official Retail Partner of Dublin Marathon Group in Four-Year Partnership
JULY 1ST, 2026
Dublin, Ireland – 1st July 2026 – Sports Direct, Ireland’s leading sports retailer, has today announced a new four-year partnership with Dublin Marathon Group, becoming the Official Retail Partner of the Irish Life Dublin Marathon, Irish Life Dublin Race Series, and the Dublin City Council Dublin City Half Marathon.
Reaching over 100,000 runners and spectators annually, the partnership with Dublin Marathon Group firmly positions Sports Direct at the heart of Ireland’s running community, connecting with participants at every stage of their journey.
From first-time runners to experienced marathon participants, this partnership is built around supporting real people with real goals, helping them take their next step with confidence.
As Official Retail Partner, Sports Direct will play a key role in equipping runners across all races by offering access to leading performance brands including Nike, adidas, New Balance and ASICS, alongside the expertise and guidance needed to support every milestone.
At the centre of this commitment will be Sports Direct’s new flagship store opening on Dublin’s Henry Street later this month — this is set to become the home of running in Dublin, providing a dedicated space for runners to access the latest product, personalised advice through expert-assisted digital tools like gait analysis and in-store experiences that support them from training to race day.
At the core of the partnership is a simple belief, Running Starts Here. Whether it’s lacing up for the very first time or preparing for race day, Sports Direct will support runners across the entire Race Series through expert advice, in-store experiences, community moments and race-day activations.
From Henry Street to the start line, the ambition is to make running more accessible and more inclusive, helping more people across Ireland get involved, progress and stay motivated on their journey.
Sports Direct will also become the Official Pacing Team Partner across Dublin Marathon Group events. The experienced pacing team will help runners achieve their finish times by providing support, encouragement and expert guidance from start to finish. Whether participants aim for a personal best, a milestone, or simply to complete their first event, the Sports Direct Pacing Team will be there to help runners reach their goals with confidence.
“We’re incredibly proud to partner with the Dublin Marathon Group as Official Retail Partner of the Irish Life Dublin Marathon and Race Series. This is about more than an event — it’s about supporting the running community across Ireland.
With the opening of the new Sports Direct flagship on Henry Street later this month, we’re creating a true home of running in Dublin — a place where customers can access the best brands, expert advice and the confidence to get started. At Sports Direct, we believe Running Starts Here, and we’re excited to help more people take that first step.”
Commented Ciara Murray, Head of Marketing, Sports Direct Ireland.
“We are delighted to welcome Sports Direct as the Official Retail Partner of Dublin Marathon Group and to begin what we believe will be a highly impactful four-year partnership. Sports Direct shares our commitment to growing and supporting Ireland’s running community, from those taking their very first steps into the sport to experienced runners pursuing ambitious goals.”
Commented Sean O’Riain, Chief Executive Officer, Dublin Marathon Group
