Sports Direct to open new 30,000sqft mega store in Belfast city centre

The new store will open later this year

Work is underway to transform one of Belfast City Centre’s largest vacant units into a new 30,000sqft Sports Direct megastore.

The new store, which will be located at the former TK Maxx site in Donegall Arcade with frontage onto Rosemary Street and is expected to open in December.

The sports brand, which is owned by Mike Ashley’s Frasers Group purchased the arcade in 2015 with Sports Direct opening in the former Curry’s unit in 2016.

The new store will see GAME relocate from Castle Place into the same unit as Sports Direct, alongside clothing brand USC, who previously occupied a unit in nearby Victoria Square.

Meanwhile, a planning application has been submitted to Belfast City Council to transform the former GAME store on Castle Place into a fast food outlet with US chicken chain likely to open their first city centre location in the unit.

While Popeyes has not responded to queries from Belfast Live regarding the application, the planned colour scheme of the outlet matches that of the chain, which operates two outlets in Northern Ireland at Lesley Forestside and The Junction in Antrim.

A spokesperson for Frasers Group told Belfast Live: “We are pleased to be opening a new 30,000 sq. ft Sports Direct store, located in Belfast’s Donegall Arcade.

“Set to open in December 2025, the dynamic new store will offer customers the world’s best sports and lifestyle brands, while also bringing other brands from Frasers Group’s ecosystem, including USC and GAME to the location.”

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