They only own Dunlop/Slazenger in the UK, not world-wide.
Dunlop/Slazneger that is headquartered in the U.K. is designing the racquets like the Aerogel line that is sold world wide. Dunlop/Slazenger headquartered in the U.K. is signing and paying athletes like Haas, Berdych, Blake, and McEnroe to use Dunlop. The only markets that Dunlop/Slazenger Group headquartered in the U.K. does not own the licensing rights is in Australia, Japan, Fiji, Taiwan, South Korea, New Zealand. In The U.S. they are partners with the U.S. distributor. Dunlop/Slazenger from the U.K. hires the OEM in China to produce the Aerogel line of racquets that is sold world wide.
http://www.sports-direct-international.com/main.asp?pid=19
Sports Direct first acquired a licence to the Dunlop brand in respect of sports and leisure goods in various countries as part of the acquisition of Dunlop Slazenger Group Holdings Limited in 2004. The brand was originally associated with tyre production, having been established in 1888 by John Boyd Dunlop after he invented the modern pneumatic inflatable tyre, and first extended to sporting equipment in 1939. It has since become associated with a wide variety of sporting equipment and apparel. It is a leading brand in the badminton, golf, squash and tennis equipment markets due to its particularly strong heritage in racket sports as illustrated by historic association with players such as John McEnroe and Steffi Graf. In these heritage areas, Dunlop’s key competitors include Prince, Wilson and Head. It is also associated with sporting and casual footwear, such as “Green Flash” shoes. To maintain and develop the current profile of the brand, the Group has entered sponsorship agreements with several high-profile athletes, such as Darren Clarke, Tommy Haas, David Howell and Lee Westwood.
Following the acquisition of Dunlop International Limited in May 2006, the Group now owns the worldwide rights to license the Dunlop brand, save in relation to tyres, and other than in Australia, Fiji, South Korea, Japan, New Zealand, Taiwan and the United States. In the United States, the Dunlop brand is owned and controlled by DNA (Housemarks) Limited, a joint venture vehicle currently owned by the Group and SRI USA, Inc. The Directors regard the United States as a potential source of significant sales, as Dunlop remains an under-developed brand in the US sports retail market.
The Directors aim to increase considerably the income generated from the Dunlop brand over the years to come. The Group’s strategy with the Dunlop brand involves extensions to the existing product range as well as leveraging the brand’s strength in its existing core products, such as tennis balls and rackets, to drive wholesale revenue in Dunlop branded clothing and accessories.
The Group is also looking to increase its worldwide licensing income from the Dunlop brand by consolidating its existing licensees in Europe and expanding its licensing operations in the United States and Asia. The Directors also believe that there is scope to license the Dunlop brand into new product categories such as automotive products and accessories, bicycles, travel and leisure and fitness.