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UK sports retailer, Sports Direct, has received criticism on social media for misspelling the Welsh word for Wales on their bobble hats. The hats, which say “Cyrmu” instead of “Cymru”, were spotted on the company’s website and have since been removed. However, they are still available for purchase in-store. The error has been classified as inappropriate and was brought to the attention of the company through social media.
Sports Direct has not yet commented on the incident, and no official statement has been released. The £6 beanie was seen on the heads of several football fans at the Wales women’s Euro 2025 playoff final first leg at Cardiff City Stadium on Friday. The company has yet to issue an apology for the mistake.
This isn’t the first time that misspelling Welsh words has caused confusion. In February, a road sign in Monmouthshire led drivers to “Trefwynwy”, which translates as “town egg gas”. Additionally, the alcohol-free section in an Asda store in Cwmbran was wrongly translated to “free alcohol” in 2019. Similarly, people in Llanbadarn Fawr were told they might have to cross the Atlantic to find the nearest B&Q store.
In response to the mistake, some shoppers took to social media, calling out the retail giant for their error. One person, Sianz, tweeted “Dear @SportsDirectUK can you maybe spell Cymru correctly”. Another user, PaddyMOliver, called for a recall of the incorrectly spelt hat.
It remains to be seen how Sports Direct will handle the situation. However, it is likely that a formal apology and some sort of compensation will be offered both to customers who bought the hat and to those who were offended by the mistake
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