Welcome to the home of specialist sport. Founded in 1990, Lovell Rugby became the most trusted name in the UK for all things Rugby. With our strong brand reputation, we swiftly moved into the world of Football with Lovell Soccer and revolutionised in 1998 to become an e-commerce business to take our message of premium sports product intertwined with unbeatable service even further. Following this innovation, we’ve seen rapid growth that has driven us to become leaders across a wide range of specialist sports, providing elevated products across netball, running, equestrian, cricket, hockey, tennis, triathlon and water sports to name a few. With access to the latest and best ranges from Nike, adidas, Puma and many more, our brand partnerships paired with e-commerce and marketing expertise allow us to provide a premium customer experience