Let’s hear it for one of marketing’s great ideas that’s almost universally unrecognised. Yes it’s the humble Sports Direct mug. You’ve got one. I’ve got one. We’ve all got one, possibly several. Every time you buy something (come on, you can admit it, we’ve all been there) from Sports Direct online, you get one of these oversized mugs, like it or not. And even though it’s frankly rather ugly (and it tells the world you shop at Sports Direct) your sustainability-driven conscience won’t let you throw it out. So you keep this tiny advertisement for Mike Ashley’s sports empire on show in your home for ever. The cost to him is about a quarter to a fifth of bugger all. And your lovely home even gives Sports Direct a kind of genteel respectability. It’s utterly brilliant.