Who Is This Man Who Made £929m In One Day?
The Sunday Times Rich List have Mr Ashley as the UK's 25th wealthiest man - worth £1.9billion after netting £929million in a single day through floating a 43% stake in his Sports World empire in February.
The 42-year-old founded the business in 1982 and has taken Sports World from third place in the UK sportswear sector to top spot in the space of three years.
The newly-listed Sports Direct International, which has 465 stores in five countries, owns the Sports World chain and London's landmark Lillywhites store as well as brands including Dunlop and Kangol.
In March, the acquisitive Ashley spent nearly £200million on a 3% stake in German sportswear rival adidas and he also holds a near-30% stake in outdoor clothing and camping chain Blacks Leisure.
He is reported to have paid an estimated £50million in a divorce settlement to his wife in 2002, but little is known of Mr Ashley's past and photographs are rare.
Ashley is thought to follow England games but has no particular club allegiance.
But one thing is certain, of all the fixtures next season Wigan v Newcastle will have added spice. Ashley reportedly turned whistleblower on industry rivals in 2000 when he passed evidence of price-fixing for England and Manchester United shirts to the Office of Fair Trading.
Wigan-based JJB was hit by a £6.7million fine from the OFT in August 2003, and in February it lost an appeal to the House of Lords to have the penalty reduced.
JJB, which said it was the victim of a "grave injustice", maintains its innocence and said the case highlighted confusion in the law. So much for the Wigan chairman blowing the lid on West Ham this season, saying their fine was ... wait for it ... "grave injustice".