JJB shares jump 50pc on talks with 'potential strategic partner' However, JJB, in an attempt to shore up its finances, has actively approached a number of retailers around the world. JJB has been put under pressure from Sports Direct, the chain controlled by Mike Ashley, which has attracted increasing numbers of discount shoppers. Earlier this year HMV, the troubled entertainment retailer, was rescued from the brink after some leading record companies, its main suppliers, agreed to take a stake in the company. Last year, JJB was forced to secure £96.5m in funds from major shareholders, which includes Bill Gates's charitable foundation, as well as announce plans to close 43 unprofitable stores. The company's last trading update suggested that life had improved very slightly, but that it was still suffering from a severe fall in sales.