THE body of JJB Sports chief executive Duncan Sharpe has been found hanging from a tree in a secluded part of the Ribble Valley.

The 43-year-old, of Waddington, is the son-in-law of JJB owner and former Blackburn Rovers player Dave Whelan.

He was found by a farmer at 1.15pm yesterday at Bolton-by-Bowland, near Clitheroe.

Mr Sharpe's family identified the body last night.

Wigan-based JJB paid tribute to Mr Sharpe, of Waddington Old Hall, who leaves wife Jayne and four children Laura, Matthew, David and Paul.

A company statement said: "It is with the very deepest regret that we have to announce the sudden and unexpected death yesterday of Duncan Sharpe, the chief executive of JJB Sports PLC and director of Whelco Holdings Ltd.

"We are sure that all the employees of both companies will join us in offering our sincere condolences to Jayne, Laura, Matthew, David and Paul, to Duncan's parents and to Dave and Pat Whelan.

"His friendly and outgoing personality has made him many friends both in the business and outside work and we know he will be sadly missed by all his colleagues and the people that he has dealt with since he came to Wigan.

"Duncan's enthusiasm, energy and knowledge of both businesses, have been a significant factor in the success of JJB and Whelco.

"Our thoughts go out to Duncan's family and we feel sure that they will be given the strength to face the next few days and weeks."

The body was found by a farmer at a tree in Anna Lane. A police spokesman said the death was not being treated as suspicious.

Mr Sharpe was promoted to chief executive from managing director in February 2001 and owns 21 per cent of the company which is worth more than £300 million.

A former professional golfer who left school at 16, he was also involved in Mr Whelan's company, Whelco, which owns Nationwide Division Two football team Wigan Athletic, Wigan Warriors rugby league club and Orrell rugby union club.

He joined JJB in 1983 as a store manager when there was 10 outlets and was promoted to the buying department a year later, at the same time he married Mr Whelan's daughter.

The company bought out retailers TJ Hughes, which has stores in Burnley and Blackburn, earlier this year.

An inquest will open on Thursday by East Lancashire coroner Michael Singleton.