The sporting goods retailer has called for a competition probe into the global sports goliaths, claiming their market dominance means they are able to control both the supply and price of their products.

It’s been nearly a month since Mike Ashley’s business climbed on to this proverbial soapbox, having already voiced its disapproval at JD Sports’ potential acquisition of Footasylum, the conduct of Debenhams’ board and the crisis at Goals Soccer Centres this year.

Let’s not forget Ashley has form in this field – he shook up the market after exposing the price-fixing of replica football shirts that had been led by former rivals JJB and AllSports, back in 2001.