Sports Direct has been named as the Official Retail Partner of Dublin Marathon Group in a new four-year partnership covering the Irish Life Dublin Marathon, the Irish Life Dublin Race Series and the Dublin City Council Dublin City Half Marathon.

The agreement places the sports retailer at the centre of one of Ireland’s largest mass participation sporting platforms, reaching more than 100,000 runners and spectators each year across the full Dublin Marathon Group calendar.

It also comes as Sports Direct prepares to open a new flagship store on Dublin’s Henry Street later this month, with the retailer positioning the location as a new home for running in the capital.

The partnership is built around the message “Running Starts Here”, with Sports Direct aiming to support runners at every level, from first-time participants taking on shorter distances to experienced marathon runners chasing personal bests.

As Official Retail Partner, Sports Direct will provide runners with access to leading performance brands including Nike, adidas, New Balance and ASICS. The Henry Street store will also offer expert-assisted digital tools, including gait analysis, as well as in-store experiences designed to help runners prepare for training and race day.

The partnership extends beyond retail visibility, with Sports Direct also becoming the Official Pacing Team Partner across Dublin Marathon Group events. The pacing team will support runners through each event, helping participants target specific finishing times and providing encouragement and guidance on the course.

The deal strengthens Sports Direct’s connection with Ireland’s fast-growing running community and gives the brand a prominent role across one of the country’s most established sporting event series.

The partnership adds a major retail partner for the Dublin Marathon Group, one with national scale and a strong presence in performance footwear and apparel at a time when participation in running events continues to grow.

Ciara Murray, Head of Marketing at Sports Direct Ireland, said the partnership was about supporting the running community beyond a single race day.

“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.”

Sean O’Riain, Chief Executive Officer of Dublin Marathon Group, said that Sports Direct shared the organisation’s ambition to grow and support participation in running.

“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.”

 

Sport for Business Perspective

The Irish Life Dublin Marathon remains one of the biggest participation events on the Irish sporting calendar, while the Race Series and Dublin City Half Marathon provide important stepping stones for runners throughout the year.

The addition of Sports Direct as a four-year partner gives the group a retail partner with a direct connection to training, preparation and performance, while also giving Sports Direct a major platform to build its running proposition in Ireland.

The Henry Street flagship will be central to that activation, linking the retail experience in the city centre with the wider race journey from training plans and footwear selection through to the start line and finish line.

 

 

Sports Direct, the Dublin Marathon Group, Irish Life and Dublin City Council are full members of Sport for Business.

If you would like to be part of the Sport for Business community and see your organisation in our content, on our stages, and in the conversation happening every day around the commercial world of Irish Sport, email us today and let’s see what is possible.

Image Credit: Sports Direct and Sportsfile

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