JD Sports sales rise thanks to the World Cup

JD Sports said yesterday its sales have received a lift in the build up to the World Cup in South Africa.

In the 18 weeks from 31 January to 5 June, like-for-like sales rose 4.1 per cent.

That was up from the two per cent increase reported after the first 10 weeks of the period.

The rise was fuelled by a clamber for World Cup merchandise and other related products.

Sports store sales growth shot to 5.1 per cent from three per cent, while fashion store sales were down 1.2 per cent, improving from a 3.5 per cent decline.

The company said that profit margins had been “encouraging”.

Profits for this year are likely to hit £70m, according to forecasts – a huge rise from the £5m being made five years ago.

Chairman Peter Cowgill said: “This is famous last words, but we’ve not had a bad week this year.”