The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Marketing Sports Direct Other

Sports Direct founder Mike Ashley seeks to wipe the slate clean

Author

By John Glenday | Reporter

September 23, 2016 | 2 min read

Sports Direct owner Mike Ashley has resumed day to day control of his sprawling retail empire with "immediate effect" following the abrupt resignation of chief executive Dave Dorsey.

The change at the top follows a torrid few weeks of headlines for the billionaire tycoon over poor working conditions – principally pertaining to zero hours contracts and salaries that fall below the minimum wage.

In an effort to salvage the brand Mike Ashley has previously went on record to say that he was determined to play a frontline role in restoring the tarnished reputation of Sports Direct, vowing to work tirelessly toward building a better reputation.

That assertion will now be put to the test as Ashley puts himself in the driving seat and begins implementing changes to the way his business is run.

Commenting on the changes Ashley said: "I feel like I have lost my right arm, but I do hope to have the opportunity to work with Dave again in the future.”

As well as rebuilding reputations Ashley must also turn around the businesses financial position with profits forecast to decline this year.

Marketing Sports Direct Other

More from Marketing

View all

Trending

Industry insights

View all
Add your own content +