Frasers Group continues Sports Direct expansion targeting South Asia and India

Frasers Group has turned its attention away from snapping up struggling UK businesses and is focusing on turning Sports Direct into a global retailer. Just weeks after announcing it was bringing Sports Direct to the Gulf and Egypt, Frasers has today revealed a new partnership to bring the sportswear retailer to 'new markets' Southeast Asia and India.

Frasers is partnering 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 group will utilise MAP Active’s infrastructure, local expertise and distributed brands to position Sports Direct as a premier sports retailer in Indonesia (where it already operates) as well as the Philippines, Thailand, Vietnam and Cambodia.

Michael Murray, CEO of Frasers Group, said: "We’re excited to announce further expansion of our successful partnership with MAP Active to five dynamic new markets where we see potential for long-term growth. Building on Sports Direct’s proven sports retail proposition and MAP Active’s market expertise, we look forward to growing our footprint and offering best-in-class brands to consumers in the region.”

V.P. Sharma, CEO of MAP Active, added: "We are proud to deepen our partnership with Frasers Group, leveraging our extensive retail network and outstanding service to bring Sports Direct's world-class offerings to customers across southern Asia. Our shared vision for excellence in sports retail will enable us to create immersive brand experiences, drive engagement, and set new standards for the industry in this vibrant region."

Last month, Frasers Group signed a deal with fellow retail conglomerate GMG to bring British sportswear retailer Sports Direct to the MENA region as it continued ambitious expansion plans.

The new partnership will see Frasers Group expand in the Gulf and Egypt, targeting 50 new Sports Direct store openings in the region over the next five years. The first year of the partnership will see the first five stores come to life.