Frasers Group acquires majority share in Italy’s Maxi Sport as European expansion continues

Frasers Group has entered into an agreement to acquire a majority shareholding in Maxi Sport SpA, a premium multi-sport retailer operating across Italy.

Maxi Sport owners, Emanuele Sala, Giovanni Sala, Ester Sala and Giulia Sala, will retain a shareholding and stay on the leadership team for “this next chapter of growth”.

Renowned for its premium sports retail experience, Maxi Sport operates 18 stores across Italy, including six flagship locations. The brand offers an extensive range of products spanning extreme sports and winter gear.

Maxi Sport will continue to offer Italian customers its "top tier" sporting goods format as Frasers “unlocks additional growth opportunities for Sports Direct stores” in the region in future.

Michael Murray, Chief Executive Officer of Frasers Group, said: “Maxi Sport represents the pinnacle of premium sports retail in Italy, and this partnership is the next phase of that journey.

“I look forward to working with Emanuele, Giovanni, Ester, Giulia and their team, bringing our international experience and strong brand relationships together with their regional expertise to grow Maxi Sport’s unique offering and also launch Sports Direct in Italy in the future.”

The announcement comes soon after Frasers Group acquired Hervis Hungary and Hervis Romania, adding over 75 stores to the group’s portfolio in Central Europe. Hervis is a sports business in the region, and the move gives Frasers Group the opportunity to provide consumers with greater access to sport and lifestyle brands through Sports Direct.

In May 2025, Frasers Group took control of struggling Norwegian sporting goods retailer XXL. Then, in July 2025, Frasers Group secured a new £3 billion credit facility to support further growth.

That followed Frasers Group’s expansion into South Asia and India in March 2025 when it completed a partnership deal with MAP Active – a sports, fashion and distributor operator in South Asia – to launch Sports Direct in five new markets, unlocking ambitious growth plans to open over 350 stores in the region long-term.

The new majority share of Maxi Sport will not only give Frasers Group control of the six Maxi Sport-branded stores, but also of other stores in its portfolio, including Space23, a premium streetwear, sneakers and sportswear retailer; Frisco, a specialised skateboard and snowboarding retailer; Athletic, a technical running retailer; Special, a premium sneaker, streetwear and basketball retailer; and BSS, a basketball, streetwear and snowboarding retailer.