The Oban Blog

Slazenger tennis balls

Our clients: Oban wins Sports Direct contract, the UK’s biggest sporting retailer and a FTSE 100 company, is the latest in a line of high-profile client wins at Oban Multilingual, the UK’s leading international digital marketing agency.

Oban will be providing multi-channel support for Sports Direct’s push into international markets to improve online performance and new customer acquisition. Projects include an SEO training programme, content optimisation, PPC and a multi-month digital road-map for one of their international markets.

“The cliché is that the language of sport is universal – and while it’s true that many sports are enjoyed on a global scale, when it comes to selling those sports, language and cultural barriers still exist” explained Oban’s managing director, Greig Holbrook. He continued: “We’re all hugely excited about the chance to work with Sports Direct in its international markets. Not only will we bring our in-house cultural expertise to bear, but we can also expect to learn a great deal about these nations through a sporting lens. An exciting prospect either way.” is a prominent brand on the UK high-street, and the wider Sports Direct retail group currently owns more than 470 stores. The group’s success is in part due to its strategy of owning many of the brands featured in its stores; well-established and much-loved names such as Dunlop, Karrimor, Lonsdale and Slazenger are all part of the family. Offering deep discounts and huge product selections are just some of the hallmarks of the Sports Direct brand – and its 2013 financial year sales of £2.2bn show why the approach has struck a chord with domestic consumers.

Active already throughout Western Europe, with stores in Ireland, France, Belgium, Holland and Portugal, the brand has been pushing east with recent acquisitions in Austria and the Baltics. Add to this it is franchising in South Africa and the Middle East, what started as a single shop in 1980s Maidenhead has become a major international brand.

Helping ensure a lasting foothold in these markets promises to be an exciting and rewarding challenge. Oban’s expertise in online markets, global search behaviours and cultural insights are part of its unique, specialist approach to international digital marketing strategies. Our track record with some of the world’s leading sport and clothing retail brands means clients trust us to deliver – including premium cycling brand Rapha Racing and fashion favourite UGG Australia.

If your international operations require similar sensitivity, you can contact us on +44(0)1273 613 400 or email [email protected] for more information on our product offering.