Dubai, UAE, 27 February, 2025 – Today, GMG, a global well-being and retail conglomerate, announced a 10-year strategic retail partnership with Frasers Group, to bring leading sports retailer, Sports Direct, to the region. This partnership is a bold stride in GMG’s strategic vision to be the number one sports player across all markets it operates in, and bring inspiration and innovation through products and experiences.
This strategic collaboration will further enable GMG to disrupt the retail sports landscape by delivering innovative, high-quality products and exceptional retail experiences that continue to set industry benchmarks, expand global footprint and shape the future of sports and lifestyle retail. With a commanding market leadership in the MENA region and Southeast Asia, GMG also operates Nike stores, JD Sports and its home-grown multi-brand sports retail destination, Sun & Sand Sports, among others.
Frasers Group, a leading name in global sports retail with flagship brand Sports Direct, is celebrated for its strong partnerships with the world’s best brands and superior product offering. The Group’s forward-thinking strategies aim to transform the consumer experience through innovative store concepts and robust e-commerce platforms, appealing to a wide audience from casual sports enthusiasts to professional athletes. Their dedication to serving athletes the best kit their money can buy has solidified their reputation within sports communities globally, ideally positioning them for successful market expansions.
Mohammad A. Baker, Deputy Chairman and CEO of GMG, commented, “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 over 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”
Michael Murray, CEO of Frasers Group, added, “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.”
This partnership between GMG and Frasers Group is poised to drive significant growth opportunities, harnessing the strengths of both entities to deliver unparalleled value and enriching experiences to customers in the sports and lifestyle arenas.
