Sports Direct – Reading – Opening Hours & Store Details Sports Direct Store is found in a convenient position on Pincents Lane, approximately a 3.70 mile drive west of the centre of Reading, in Calcot (adjacent to Junction 12 (Theale Interchange) of M4). This store provides service chiefly to the areas of Calcot, Little Heath, Tilehurst, Beansheaf, Kentwood, Churchend, Fords Farm and Theale. Opening hours for today (Friday) are 9:00 am until 8:00 pm. This page will supply you with all the information you need about Sports Direct Reading, including the operating times, street address, product ranges and further pertinent details.