The Guardian | Mike Ashley admits he was behind video that brought down JD Sports chair by Lauren Almeida

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Mike Ashley, the billionaire founder of Sports Direct (now Frasers Group), admitted that he orchestrated covert surveillance that captured JD Sports former chair Peter Cowgill in a 2021 car conversation with Footasylum boss Barry Bown, a meeting that breached competition rules during JD Sports’ attempted acquisition of Footasylum. The footage, published by the Sunday Times, triggered a regulator investigation, resulted in almost £5 million in fines for the companies and led to Cowgill’s removal from JD Sports. Ashley said he was not hiding his intent to topple Cowgill, acknowledging that his associates recorded the video and noting that “no one is perfect.” He defended his aggressive business style, saying he fights back when challenged but is not “devil incarnate.” Ashley, worth more than £3 billion, stepped down as chief executive of Frasers Group in 2022 but still controls a 73 percent stake in the group, which now includes House of Fraser, Flannels and Evans Cycles. JD Sports and Footasylum declined to comment.

Read more: https://www.theguardian.com/uk-news/2026/may/10/mike-ashley-peter-cowgill-video-sports-direct-jd-sports

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