Dragons’ Den Tracker

The Pitch

Steven Holmes walked into the Den in 2018 with a personalised football comic books. They were asking for £60,000 in exchange for 25% of the business.

The pitch landed well enough in the Den that at least one Dragon decided to back it.

The Deal

A deal was struck on the show. Peter Jones offered £60,000 for 25%, and Steven Holmes accepted.

It’s worth noting that Dragons’ Den deals agreed on camera often go through further negotiation off-screen. Some complete as shown; others are renegotiated or never finalise at all. The company’s subsequent trading history is the clearest indicator of what actually happened.

What Happened After the Show

Soccer Star did not survive long-term. The company was dissolved in 2023, some 5 years after the pitch.

This is not an unusual outcome. The majority of businesses that appear on Dragons’ Den, deal or no deal, don’t make it in the long run. The show can provide a platform and capital, but it can’t substitute for a sustainable business model.

Is Soccer Star Still Available?

No. Soccer Star Comics Ltd is no longer in business. Companies House records show the company has been dissolved.

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at Love Cocoa, Randomise, Easy Treezy Christmas Tree Stand. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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Peter Jones Takes Control! | Dragons' Den (at 00:01)

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Peter Jones Sweeps Up Every Deal Leaving the Dragons Rattled | Dragons' Den (at 00:01)