JD Sports is to sponsor Scottish Premier League side Dundee United next season as the fashion retailer looks to win over football fans.
The retailer, run by chief executive Barry Bown, has been one of the sector's star performers after avoiding a damaging price war with JJB Sports and Sports Direct by repositioning itself as a branded fashion retailer. It has sought sponsorship deals such as the Scarborough Beached festival and already sponsors football clubs Burnley and West Bromwich Albion.
The Dundee United shirts will be emblazoned with the Carbrini brand which is aimed at teenage boys. JD Sports has built up a stable of profitable brands, including McKenzie and Sergio Tacchini. The retailer is expected to report an increase in profits up from £17.3m to £32.2m in the year to January on sales of £576.2m.
Its shares have declined as investors flee the sector but Oriel Securities analyst Jonathan Pritchard said the business was undervalued: 'This is a retailer whose customers are largely mortgage-free and a brand that is growing in credibility.'