And it has become so much of a joke Ashley has decided (against his wishes) to drop the name "Sports Direct" because it hardly enhances his sports goods company.
The website is still going, but is trading under a new name.
Which defeats the object, if you think about it.
However, Ashley's NEW exclusive this morning is:-
"Bayern Munich are weighing up a move for Newcastle United full-back Mathieu Debuchy, direct news understands.
"Bayern boss Pep Guardiola has been granted a whopping £90m transfer kitty this summer should he wish to add any players to his already star studded squad after the German club cleared debts they owed for the Allianz Arena.
"Guardiola has been keen to look for a new right-back since he arrived at the club last summer and has used Brazilian Rafinha as a stop-gap until he finds the perfect replacement for German international Phillip Lahm.
"Lahm is not leaving but has instead been moved to a more advanced role, leaving Bayern's weakest area at right back.
"French defender Debuchy has been impressive during his time with Newcastle United and has firmly grounded a place in the French national side."