No charges for sportswear firms
However, the SFO is still investigating individuals in relation to the alleged case of anti-competitive practices in the sports retail market.
The inquiry first came to light in September last year after JJB Sports approached the Office of Fair Trading (OFT) over a "suspected agreement or concerted practice to dampen competition in the sports retail market".
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Hide AdSports Direct is controlled by billionaire founder Mike Ashley, who is also the owner of Premier League football club Newcastle United.
Between them Sports Direct and JJB have leading positions in the market for replica football shirts and sportswear.
The case centres on alleged anti-competitive conduct between June 8, 2007 and March 25 last year.
Both companies released statements repeating the SFO's decision not to bring charges against either firm. JJB said it would continue to co-operate fully with the SFO's investigation.
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Hide AdIn a statement, the SFO said: "The Serious Fraud Office investigation into Sports Direct International and JJB Sports has been completed and it is decided that no charges are to be brought against the companies.
"The investigation into individuals continues."
The OFT added that its own investigation into alleged anti-competitive conduct in the sports goods retail sector is continuing.
Sports Direct's shares closed down last night 1.7p to 147.5p while shares in JJB were up 0.25p at 10.5p.