Product Update

Is Soccer Star Still in Business? (2026 Update)

Is Soccer Star from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Soccer Star today.

Dragons' Den IndexUpdated 25 May 20266 min read

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Soccer Star did something almost no pitch in the show's history manages, it got offers from all five Dragons at once. What happened to the business afterward is a little murkier than that headline moment suggests, but the product is still findable today under a related name.

The Short Answer

The original limited company behind Soccer Star, Soccer Star Comics Ltd, is listed as dormant at Companies House, which means it is not actively trading in its own right. That said, the personalised football comic book concept the founder pitched has continued in the market, now sold under the Sports Star Books and Heroics branding, with the same @soccerstarcomic social accounts still pointing customers toward the current storefront.

So the honest answer sits in between a clean yes and a clean no. The specific company that pitched on the show is dormant, but the product idea it was built around is still being sold, personalised football books and gifts, just through a rebranded successor business.

The Pitch

Founder Steven Holmes brought Soccer Star into the Den in Series 16, Episode 11. The idea was a personalised football comic book, packaged in a luxury silver embossed gift box with a certificate of authenticity, where the buyer's child stars alongside their favourite team in the story.

He asked for £60,000 in exchange for 25 percent of the business. It is the kind of gift-led, emotionally driven product that tends to play well on camera, easy to demonstrate, easy to understand, and built around a genuinely nice moment for a football-mad kid.

The Rare Five-Dragon Offer

Soccer Star is one of the few pitches in the show's history to land offers from all five Dragons at the table. Touker Suleyman's offer asked for a steeper 40 percent, while the rest offered closer to the 20 to 25 percent range Holmes had proposed. Holmes ultimately went with Peter Jones.

Getting five separate investors to compete for a deal is as strong a validation as the Den can give a founder. Whether that translated into a completed, funded partnership afterward is the part that is harder to confirm, and by most public accounts, the investment itself was not completed in the way it appeared on screen.

Why the Product Outlived the Original Company

Personalised gift products live or die on marketing reach and repeat seasonal demand, birthdays, Christmas, Father's Day, rather than on any single investment round. A concept this simple and this giftable does not need heavy funding to keep selling, it needs distribution and a steady stream of new customers each gifting season.

That is likely why the underlying product kept going even as the original limited company went dormant. Rebrands and restructures are common in small consumer businesses, especially personalised gift companies, where the product idea can easily migrate to a new trading name without the concept itself disappearing.

Where Things Stand Now

Soccer Star pitched in Series 16, Episode 11, asked for £60,000 for 25 percent, and received offers from all five Dragons before choosing Peter Jones. Companies House currently lists the original company as dormant.

The personalised football book concept is still being sold today, now under the Sports Star Books and Heroics names, with the original social accounts still active and pointing toward the current business. If you are looking to buy the product itself, it is still out there. If you are asking about the specific company that pitched, it is no longer actively trading.

Common Questions

Can you still buy a Soccer Star personalised football book? Yes, the concept is still sold today, now marketed under the Sports Star Books and Heroics names rather than the original Soccer Star Comics branding.

Is the original Soccer Star company still trading? No, Companies House lists Soccer Star Comics Ltd as dormant, meaning the specific entity that pitched on the show is not currently active, even though the product idea continued under a related brand.

Did the deal with Peter Jones actually complete? Public reporting suggests it did not complete in the form shown on air, which is consistent with the pattern seen across several pitches from this run of episodes.

Why did Soccer Star get offers from all five Dragons? A giftable, easy-to-understand product with clear seasonal demand, birthdays and Christmas especially, tends to be an easy pitch for every Dragon at the table to see the commercial logic in at once.

Where to buy Soccer Star

Still selling as of 25 May 2026. Check today's price and availability.

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See the full Soccer Star deal breakdown and term sheet →