A CONTROVERSIAL sports retailer has been fined £1,650 for this massive sign in Worcester after it breached planning laws.

Sports Direct has been prosecuted by Worcester City Council after the shop refused to remove this big illuminated logo put up without permission.

The company has a large flagship store at St Martin's Quarter, where it does big business and can be seen by thousands of drivers heading down the busy City Walls Road.

In April last year it applied for permission to place this sign on the outside, with council planning officials refusing on the grounds it was too big, illuminated and "detrimental" to the Lowesmoor Conservation Area.

Yet within one month the store opened its doors and the exact banner went up, with the council saying it then tried to resolve the issue with Sports Direct "on a number of occasions".

In September last year the retailer was advised that it needed to be ripped down, but it stayed in place - with the council taking the company to court.

Sports Direct entered a guilty plea for breaching planning law, with magistrates imposing a fine of £1,650, a victim surcharge of £165 and £50 towards council costs.

Despite the court punishment the banner remains in place - but the retailer has been ordered to remove it as soon as possible.

Tim O'Gara, legal services manager at the city council, said: "This sign was clearly visible from vantage points within the historic city conservation and Lowesmoor conservation areas.

"I hope this case demonstrates clearly to others that the city council will not tolerate breaches of advertising and planning consent."

In May last year Sports Direct took up the largest empty available section of the £75 million shopping area, which is anchored by the ASDA supermarket.

The huge Sports Direct takes up 18,000 square foot of floor space, employing 48 people, with the bargain retailer opting to close its old store inside the CrownGate.

Fit4Free, a 99p Store, Ladbrokes, Avant Garde, Costa and B&M are currently on St Martin's Quarter alongside ASDA and Sports Direct.

The fine comes after Sports Direct's owner, the billionaire Mike Ashley was ordered to appear before a Commons select committee to give evidence about working practices.

In a bid to find favour with them Mr Ashley has invited MPs to visit the firm's HQ in Derbyshire by helicopter, an offer which has been refused.

The Worcester News has contacted Sports Direct for comment.