Accorging to google the phrase gets 4,400 UK exacts per month.
[fashion sports] £0.53 - 91 exacts
What are you using to get 4,400 exacts? I just checked this using the Google keyword tool with it set to Results are tailored to English, United Kingdom, and for the UK it shows:
Did you have it set to a different country?
I'm using google adwords set to English, United Kingdom
Global Monthly Searches 40,500
Local Monthly Searches 4,400
I think you might have it set to "broad match" - look for the "match type" drop down menu at the top right of the result and set it to "exact".
Regards