GMG has signed a 10-year deal with the British retailer Frasers Group to bring Sports Direct to the Middle East and North Africa, GMG stated in a press release. The deal will expand the companies’ footprint in the region’s retail market.
The partnership between GMG and Frasers Group is set to create growth opportunities by combining their strengths to enhance the sports and lifestyle retail experience. In their first year of collaboration, the retailers plan to open five Sports Direct stores, laying the foundation for further regional expansion.
GMG Deputy Chairman and CEO Mohammad Baker stated that the collaboration with Frasers Group was not just a key milestone but a strategic expansion, highlighting the company’s commitment to redefining the sports sector across all its markets.
‘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 using our expertise in providing the best choices for quality products’, he added.
Regarding Frasers Group, the partnership will drive its growth in the Gulf and Egypt through a large-scale retail expansion, with plans to open 50 new Sports Direct stores across the region by 2030.
‘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’, said Frasers Group CEO Michael Murray.
Sports Direct, owned by Frasers Group, is a leading UK-based sports retailer with a vast range of athletic gear from brands like Nike and Adidas, alongside its own labels. With hundreds of stores across Europe, it continues expanding globally.
Frasers Group is a British retail conglomerate with a global presence across sports, premium lifestyle, property, and financial services. Owning brands like Sports Direct, Flannels, and GAME, it also controls sporting goods labels such as Everlast and Slazenger.
GMG is a global well-being and retail conglomerate with a strong presence in MENA and Southeast Asia. It operates across sports, health, food, and logistics, managing brands like Nike, JD Sports, and Sun & Sand Sports. Committed to enhancing lifestyles, GMG drives growth through strategic partnerships, sustainability, and digital innovation.
