British retailer Frasers Group has entered a 10-year strategic retail partnership with GMG, a conglomerate specialising in well-being and retail, to introduce the Sports Direct brand in the Middle East and North Africa (MENA) region.
GMG, which has already established its presence in the MENA region and Southeast Asian markets, operates sports retail brands including Nike stores, JD Sports and its own Sun & Sand Sports.
Frasers Group’s collaboration with GMG is expected to drive significant growth opportunities.
GMG deputy chairman and CEO Mohammad Baker stated: “Our collaboration with Frasers Group represents not just a key milestone but a strategic expansion that underscores our commitment to redefine the sports arena across all markets in which we operate in.
“By introducing Sports Direct, a flagship brand in the industry, we are further positioning ourselves as a dominant force within the retail sports industry. At GMG, with more than four decades of experience, we are committed to use our expertise in providing the best choices for quality products.
“We are uniquely positioned to integrate and scale Sports Direct’s presence successfully, bringing it closer to our consumers and crafting unparalleled sports retail experiences”
The new partnership will support Frasers Group's growth in the Gulf and Egypt through an extensive retail expansion strategy, aiming to open 50 new Sports Direct stores across these regions in the five years to 2030.
In the first year, the partnership will introduce five new stores, laying the groundwork for continued expansion of Sports Direct in the area.
Frasers Group CEO Michael Murray stated: “GMG is an unrivalled retailer in the region, operating and distributing an incredible portfolio of global brands in markets where we see real growth potential, particularly in sports and lifestyle.
“By leveraging GMG’s scale, deep retail expertise and market knowledge, our partnership will support the growth of our Sports Direct brand in the Gulf and in Egypt.”
In April 2024, global lifestyle company VF partnered with GMG to expand its retail presence in MENA and Southeast Asia.
