Sports Direct: Sports retailer caught out for misspelt Cymru hat

A sports retail giant has come under fire for misspelling the Welsh word for Wales on its bobble hats.

People took to social media to call out Sports Direct for the mistake, after the wrongly-branded hats – which say “Cyrmu” instead of Cymru – were spotted on the website.

Since the error, the hat has been removed from the Sports Direct website, but the £6 beanie is still available to purchase in store.

Several were spotted on the heads of football fans at the Wales women’s Euro 2025 playoff final first leg at Cardiff City Stadium on Friday.

Sports Direct has been asked to comment.

It’s not the first time Welsh words have been incorrectly spelt and caused confusion.

In February, a road sign in Monmouthshire directed drivers to “Trefwynwy” – which directly translates to “town egg gas”.

While in 2019, the alcohol-free section in Asda in Cwmbran was wrongly translated to “free alcohol”.

Another example saw people in Llanbadarn Fawr, Ceredigion told they may have to cross the Atlantic to the US to find their nearest B&Q store.

Some shoppers took to X, formerly Twitter, to call out the retail giant for its error.

One X user, @Sianz, wrote: “Dear @SportsDirectUK can you maybe spell Cymru correctly”.

While @PaddyMOliver mentioned the sports retailer and asked for a recall of the incorrectly spelt hat.

“@SportsDirectUK no such country as Cyrmu… time for a recall I reckon…”