JJB Sports launched their shopping site, JJB Sports Store, with a view to expanding their market. The majority shareholder of JJB Sports Plc was Dave Whelan but his 99% stake was sold off.
JJB now no longer operates the famous "Soccerdomes", nor any gyms or Fitness Clubs outside Ireland. Also, because of Dave Whelan's purchase of the Fitness Club and founding of DW (Dave Whelan) Sports in the autumn of 2009, JJB has lost its association with Wigan Athletic FC and Wigan Warriors RLFC. The stadium previously sponsored by the company has also been renamed the DW Sports Stadium.
On 7 September 2011, JJB Sports launched a major new marketing campaign entitled "Ready?". The campaign involves prime time television advertising, national press coverage, in store promotions and online competitions. The Ready campaign was JJB Sport's first appearance on television for over 4 years and represented the company's desire to become profitable again.
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