Leading Spanish sporting goods retailers 2023

Decathlon España SAU was the leading retail company of sports equipment in Spain in 2023. Without question, the Spanish subsidiary of Decathlon captured the sporting goods market when it achieved a sales value of over 1.8 billion euros that year. Sprinter Megacentros del Deporte SL trailed far behind with more than 585 million euros in revenue, and in third place was JD Spain Sports Fashion 2010 SL.

Decathlon, the king of sporting goods retail

Although Decathlon was the third leading global sporting goods company based on revenue right after Nike and Adidas, the legends in the industry, the French retailer did not succeed in some countries it entered. But in Spain, Decathlon is well positioned as the leading sporting goods retailer.

Decathlon started its journey in Spain in 1992, the year Barcelona hosted the Olympic Games, and opened its first store in Badalona. Now, Spain is the third-largest market for the sporting equipment retailer, only behind France and China, and Decathlon revenue in Spain has been consistently increasing, reaching an all-time high in 2023.

Adidas, the preferred sports brand in Spain

In terms of sports brands, Adidas dominates the Spanish sporting equipment market. The German brand had a sales value of more than 601 million euros in 2023, which was higher than that of Puma and Nike's Spanish subsidiary, American Nike.

One of the reasons Spanish consumers prefer Adidas over other sports brands is its commercial and marketing success. Indeed, Adidas is the sports brand with the most followers on Twitter in Spain, and it is the sports brand that outfits several teams in the Spanish top tier league, such as Real Madrid.