Sport 2000 and Base Group in major partnership

By

Sandra Halliday

Published
Oct 9, 2017

German sport fashion retailer and buying group Sport 2000 International is linking up with Spanish retailer and Base Trademark Detallsport Group in a partnership that will see the pair pooling their procurement capacities and launching joint marketing campaigns.

The deal adds 320 Spanish stores and 110 partners to to the Sport 2000 offer. Base is one of the biggest retail players in the sport fashion sector in Spain via its Base: Top Sport Shops chain.

The move follows another consolidation deal whereby Britain’s JD Sports is linking up with Portugal-based Sonae to combine JD's existing JD Sprinter Holdings businesses in Spain and Portugal with Sonae’s Sport Zone business, one of the largest sports retailers in the region.

Sport 2000 has been consolidating its position as a strong global player and speciality trading group with other partnerships and recently added the Falaknaz Sports Group in the Gulf region to its roster.

Of the new Spanish deal, CEO Margit Gosau said: “We are extremely delighted to now also have a strong partner in Spain that brings consulting, know-how and expertise to the table. Base’s decision to join the group confirms that we are on course for expansion. A strong global alliance opens up multiple opportunities that would not be available to a single national association.”

She said the link-up increases the firm’s “influence as a retail organisation” and means that it is now represented in all key markets in Western Europe.

Gosau added: “Besides allowing us to pool procurement capacities and harness synergistic effects, the opportunity to implement standardised global marketing campaigns at the highest level in speciality stores across Europe makes this an interesting partnership for the industry. Our collaboration marks an important strategic step toward increasing brand visibility and helps us be a reliable partner for top international brand partners and their strong European business.”

Base is one of the largest buying groups in sports retail in Spain. Based in Barcelona, it generates around €65 million in revenue. Its CEO Alex Cucurull said the deal “allows us to strengthen our position both in the domestic market and in cooperation with global industry partners. Our focus on running, soccer and urban fashion also fits in perfectly with the strategic direction of Sport 2000 International and its speciality concepts. Such an alignment creates numerous synergies for us to harness in the future.”

Gosau said the joint corporate identity would be a combination of independent logos with the addition of ‘Official Partner of Sport 2000’.