Cosmos Sport announced the full acquisition of Sport Vision Greece. The acquisition, combined with JD Sports’ move to take full control of Cosmos Sport, is reshaping the competitive landscape in Greece’s sporting goods market.
Following the acquisition of the entire Sport Vision business in Greece, Cosmos Sport is expanding its network and strengthening its position in the sporting goods market, as the growing consumer shift towards sportswear and footwear for everyday use is driving market growth. The deal adds the operations of another retail chain to JD Sports’ Greek subsidiary, alongside the British group’s move to acquire 100% of Cosmos Sport.
For Sport Vision Greece, the change in ownership comes after a loss-making year. In 2024, with a network of 24 physical stores and three online stores, the company recorded revenue of €18.5 million, operating losses of €5.26 million and net losses of €5.37 million. Its short-term liabilities reached €13.3 million.
Cosmos Sport is proceeding with the deal after increasing its sales in Greece by 16.12% in 2025 to €212.17 million, while pre-tax profit rose by 55.17% to €20.01 million. With 100 stores in Greece and Cyprus, combined turnover exceeded €245 million, while the company has zero debt and a cash surplus of €22.7 million.
These moves come as the market is undergoing rapid growth. According to Convert Group, in the first eight months of 2026, sales by Cosmos/JD, Intersport/Foot Locker and Zakcret increased by 16.3% to €344.6 million, including VAT. Unit sales rose even more sharply, by 33.8%, to 11.1 million. The battle for market share is now also extending to everyday clothing and footwear, as athleisure continues to gain ground against products intended exclusively for sports performance.
More specifically, according to the notification submitted to the Hellenic Competition Commission, Cosmos Sport is set to acquire sole control of Sport Vision Monoprosopi S.A., purchasing 100% of its shares from BDS Sport Group LTD. The transaction covers the entire Greek business of the Serbian-owned chain, which operates the Sport Vision, Buzz and TIKE brands.
This was preceded by a change in Cosmos Sport’s shareholding structure. JD Sports, which acquired an 80% stake in 2021, exercised its option on August 28, 2026 to purchase the remaining 20%, moving towards full control of the company in Greece and Cyprus.
Reshaping their presence in Europe
At the same time, the two groups are reshaping their presence across Europe, taking different approaches in different markets. While Cosmos is acquiring Sport Vision in Greece, in Eastern Europe Sport Vision is taking over dozens of JD and Sizeer stores under franchise arrangements, including in Bulgaria, Croatia and Romania.
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