SPORTS Direct has been issued with a £10,000 fine for not removing an illegal sign in St Martin’s Quarter.

The illuminated sign was erected without permission last year, and continues to be displayed despite a £1,865 fine in May.

The chain pleaded guilty at the today’s hearing in Worcester Magistrates Court, although the company’s barrister said a replacement sign application had been approved.

The barrister told the court that the seven metre high sign would be replaced by Tuesday, July 26.

Worcester Magistrates ruled that the new application does not alter the continued display of the illegal sign.

Charlotte Pidgeon, Legal Assistant at Worcester City Council, said: “By not removing the sign Sports Direct have shown a blatant disregard for the conviction handed down to them in May. They ignored the decision of the court.

“The sign has a clear detrimental visual impact on the local area - it’s large, high and bright enough to be clearly visible from vantage points within the historic city and Lowesmoor conservation areas.

“The scale of the fine in this second prosecution sends a clear message to businesses that if they continue to offend, the council will continue to take action.”

The company’s failure to remove the sign was deemed a breach of the Town and Country Planning Act 1990.

Sports Direct originally applied for permission to display the sign in April 2015, installing it in May 2015.

On July 13 2015 Worcester City Council refused advertising consent as the sign was larger than permitted, too high and illuminated.

The sign is visible from City Walls Road and was deemed detrimental to the historic city and Lowesmoor conservation areas.

Currently the whole sign shines at night, whereas the replacement will only have illuminated letters.

Sports Direct was also ordered to pay £165 towards the council’s costs within 14 days.

The council told the company to remove the sign in September 2015.

Sports Direct were not available to comment.