Frasers Group bolsters presence in Asia with new Sports Direct stores

Sports Direct owner Frasers Group announced today the expansion of its partnership with sports and fashion distributor MAP Active to launch the brand in five new markets.

The deal unlocks “ambitious growth plans” for the group, and Frasers said it plans to open more than 350 stores in the region in the “long-term” future.

The expansion of Frasers Group’s partnership with MAP Active will see Sports Direct enter India, the Philippines, Thailand, Vietnam and Cambodia, as well as expanding further into Indonesia.

Frasers Group said it will “leverage” Sports Direct’s “leading proposition” and own-brand portfolio while utilising MAP Active’s infrastructure, local expertise and distributed brands to position Sports Direct as “the premier sports retailer in the region”.

The retail giant added that it hopes the expansion of the Sports Direct brand will “set a new benchmark” for the sports retail sector in Asia.

Frasers Group chief executive Michael Murray 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.”

PT Mitra Adiperkasa Tbk group chief executive V.P. Sharma 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.”