Sports Direct AI Visibility Score | UK AI Visibility Index

What's working

Sports Direct is a dominant UK sports retailer with a strong online presence and brand recognition, reflected in high scores for foundational digital signals. However, their semantic footprint shows significant gaps in advanced AI-readiness, particularly in leveraging cutting-edge schema and content structures for deep LLM integration and proprietary data exposure.

01
Foundational scores 91 — identity surface is clean and consistent
02
Entity Resolution scores 72 — canonical entity recognition is strong
03
Authority & Citation scores 64 — third-party validation is present

What's not

01

Nike dominates "Sports Technology & Innovation"

Create detailed articles explaining the science and technology behind sports equipment and apparel, positioning Sports Direct as an authority on product innovation.
02

Adidas dominates "Athlete Performance & Training Guides"

Develop comprehensive training guides and interview professional athletes or coaches to provide actionable advice and insights for various sports, enhancing topical authority.
03

Decathlon dominates "Sustainable Sportswear & Equipment"

Publish content highlighting sustainable practices in sports manufacturing, spotlighting eco-friendly products, and providing guides on responsible consumption, appealing to conscious consumers.

Closest competitor

Closest competitor in semantic space

Nike

Score

—

Gap on AI Visibility —

Stronger on Research-backed articles, 'Tech Explained' series

Stronger on Expert-led training programs, athlete interviews

Nike currently dominates citations for sports technology & innovation. Create detailed articles explaining the science and technology behind sports equipment and apparel, positioning Sports Direct as an authority on product innovation.

What AI said Gemini · UK

Methodology

Each brand in the UK AI Visibility Index is scored by GenSight's 35-signal deterministic scoring engine covering training-corpus presence, retrievability, source authority and competitive position. Brands are selected by Tranco rank within category, with cultural-perception classification verifying each brand reads as British, and editorial review for borderline cases. Composition is reshuffled annually; scores refresh quarterly.

How brands are selected

› 35-signal breakdown Gated

31 discrete · 4 continuous

Canonical URL●

Social Media Presence●

Clear Value Proposition●

Wikidata Presence●

Entity Graph (Wikidata API)●

Organization Schema●

robots.txt Allows AI●

Semantic HTML Architecture●

llms.txt Published●

Aggregate Social Proof●

Top 5 in Gemini Search●

High DR/PR Citations●

Behind this gate

See exactly which of the 35 signals are working for Sports Direct — and which are dragging the score down.

·Per-signal pass/fail with explanation
·Which crawlers are blocked, which are open
·Schema, citation and authority diagnostics

› Pillar scores

4 pillars

Foundational

Entity Resolution

Technical & RAG

Authority & Citation

› Score history

2 audits

Refresh	Score	Δ	Rank in cat.	Captured
Q3 2026	59	—	02	4 Aug 2026
Q2 2026	53	—	03	7 May 2026

› Embed this score

Live preview

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Preview

Snippet

<script src="https://gensight.ai/embed/uk-index.js" async></script>
<div data-gensight-embed="uk-brand" data-slug="sports-direct"></div>

The badge auto-updates each quarter when the Index refreshes. Drop both tags anywhere in your HTML — the script finds the div and renders the badge.

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