Sports Direct, Ireland’s leading sports retailer, has today announced a new four-year partnership with Dublin Marathon Group, becoming the Official Retail Partner of the Irish Life Dublin Marathon, Irish Life Dublin Race Series, and the Dublin City Council Dublin City Half Marathon.
Reaching over 100,000 runners and spectators annually, the partnership with Dublin Marathon Group firmly positions Sports Direct at the heart of Ireland’s running community, connecting with participants at every stage of their journey.
From first-time runners to experienced marathon participants, this partnership is built around supporting real people with real goals, helping them take their next step with confidence.
As Official Retail Partner, Sports Direct will play a key role in equipping runners across all races by offering access to leading performance brands including Nike, adidas, New Balance and ASICS, alongside the expertise and guidance needed to support every milestone.
At the centre of this commitment will be Sports Direct’s new flagship store opening on Dublin’s Henry Street later this month — this is set to become the home of running in Dublin, providing a dedicated space for runners to access the latest product, personalised advice through expert-assisted digital tools like gait analysis and in-store experiences that support them from training to race day.
At the core of the partnership is a simple belief, Running Starts Here. Whether it’s lacing up for the very first time or preparing for race day, Sports Direct will support runners across the entire Race Series through expert advice, in-store experiences, community moments and race-day activations.
From Henry Street to the start line, the ambition is to make running more accessible and more inclusive, helping more people across Ireland get involved, progress and stay motivated on their journey.
Sports Direct will also become the Official Pacing Team Partner across Dublin Marathon Group events. The experienced pacing team will help runners achieve their finish times by providing support, encouragement and expert guidance from start to finish. Whether participants aim for a personal best, a milestone, or simply to complete their first event, the Sports Direct Pacing Team will be there to help runners reach their goals with confidence.
“We’re incredibly proud to partner with the Dublin Marathon Group as Official Retail Partner of the Irish Life Dublin Marathon and Race Series. This is about more than an event — it’s about supporting the running community across Ireland.
“With the opening of the new Sports Direct flagship on Henry Street later this month, we’re creating a true home of running in Dublin — a place where customers can access the best brands, expert advice and the confidence to get started. At Sports Direct, we believe Running Starts Here, and we’re excited to help more people take that first step,” commented Ciara Murray, Head of Marketing, Sports Direct Ireland.
“We are delighted to welcome Sports Direct as the Official Retail Partner of Dublin Marathon Group and to begin what we believe will be a highly impactful four-year partnership. Sports Direct shares our commitment to growing and supporting Ireland’s running community, from those taking their very first steps into the sport to experienced runners pursuing ambitious goals,” commented Sean O’Riain, Chief Executive Officer, Dublin Marathon Group.
- ESA member, 1920 Worldwide, acts as commercial consultant for the Dublin Marathon Group.
-ENDS-
About Sports Direct
Sports Direct is a leading retailer of sports and fitness footwear, clothing, and equipment. A brand driven by purpose; our mission is to use the powers of sport to champion the legend in everybody. Whatever your sport, whatever your style, and whatever your ambition, we offer the quality and choice to make everyone feel like a winner. Whether it’s GAA, football, running, training, boxing, walking, dance, cycling or swimming, we aim to serve, support, and inspire with products that bring out the best in everyone.
What started as a high-street store has evolved into the ultimate destination for sport and fitness, serving millions of customers every week across 30 countries.
About Frasers Group
Frasers Group started as a small store in Maidenhead in 1982 and from there, grew to become a global powerhouse. As the business evolved, 2019 saw the rebrand of Sports Direct International to Frasers Group plc; a reflection of the Group’s growth and change in market identity.
Led by Chief Executive Michael Murray, the business is set on a formidable upwards trajectory as it continues to expand with its pioneering approach to retail. Frasers Group provides consumers with access to the world’s best Sports, Premium and Luxury brands with a vision to build the planet’s most admired and compelling brand ecosystem.
As a leader in the industry, Frasers Group is committed to rethinking retail by driving digital innovation and providing unique store experiences to its consumers globally.
About Dublin Marathon Group
Dublin Marathon Group is a not-for-profit organization, delivering world-class running events for participants from Ireland and around the world.
The Group organises and delivers Ireland’s leading portfolio of road races, including the Irish Life Dublin Marathon, Irish Life Dublin Race Series and the Dublin City Council Dublin City Half Marathon. Dublin Marathon Group combines operational excellence with a uniquely Irish race day atmosphere built on heritage, community and ambition for the future of the sport.
Dublin Marathon Group is committed to creating inclusive events where runners of all backgrounds and abilities feel welcomed, supported and inspired to run, move and lead healthier lives.
Community and charity remain central to every event, helping participants raise vital funds and create meaningful impact through the power of running.
2026 Event Dates
• Irish Life Fingal 10K – Sunday 12 July 2026 – SOLD OUT
• Irish Life Frank Duffy 10 Mile – Saturday 15 August 2026 – REGISTRATION OPEN
• Irish Life Dublin Half Marathon – Sunday 20 September 2026 – SOLD OUT
• Irish Life Dublin Marathon – Sunday 25 October 2026– SOLD OUT
About the 2026 Irish Life Dublin Marathon
- The 2026 Irish Life Dublin Marathon will take place on Sunday, October 25th, marking the 45th edition of the event.
- While the race was first established 47 years ago, 2026 represents the 45th running of the Irish Life Dublin Marathon, with two editions impacted by Covid-19 and held virtually.
- For 2026, Dublin Marathon Group introduced an enhanced ballot system designed to create fairer access opportunities for first-time and new participants.
- A total of 17,200 runners secured places through the 2026 ballot, with the remaining places within the 22,500-event capacity allocated across charity entries, transfers, partners and international tour operators.
- Dublin Marathon Group recently allocated additional entries for the Irish Life Dublin Marathon through Good for Age qualification, providing an additional opportunity for those who achieved a qualifying marathon time in the last two years to take part.
- The 2026 Irish Life Dublin Marathon will provide an extended transfer window, opening on July 22nd and ending on September 23rd, providing further opportunities for runners to take part this year.
