GMG and Frasers Group Sign 10-Year Retail Partnership to Launch Sports Direct in MENA 

GMG, a global well-being and retail conglomerate, has signed a 10-year strategic retail partnership with Frasers Group to bring Sports Direct—one of the world’s leading sports retailers in the region. This landmark collaboration aligns with GMG’s vision to become the dominant player in the sports retail sector across all markets it operates in, delivering innovation, high-quality products, and world-class shopping experiences.

By introducing Sports Direct to the region, GMG aims to reshape the sports retail landscape, expanding its already commanding presence in MENA and Southeast Asia. The group currently operates leading sports brands, including Nike, JD Sports, and its homegrown multi-brand destination, Sun & Sand Sports.

Mohammad A. Baker, Deputy Chairman and CEO of GMG, emphasised the significance of the partnership stating, “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. 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 over four decades of experience, we are committed to using our expertise to provide 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.”

Frasers Group, the global powerhouse behind Sports Direct, is known for its strong partnerships with top athletic brands and its commitment to offering best-in-class sportswear and equipment. With a focus on innovative store concepts and robust e-commerce platforms, the company continues to elevate the consumer experience—serving everyone from casual sports enthusiasts to professional athletes.

Michael Murray, CEO of Frasers Group, highlighted the growth potential in the region highlighting, “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.”

Positioned to be a game changer for sports and lifestyle retail, the GMG-Frasers Group partnership is set to drive significant expansion opportunities across key regional markets. Combining GMG’s extensive retail infrastructure and expertise with Frasers Group’s global brand strength, the collaboration is positioned to deliver best-in-class sports retail experiences, disrupt the regional market, and create long-term value for customers and stakeholders.