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Britain's Frasers targets Gulf and Egypt expansion with GMG

Published by Global Banking & Finance Review

Posted on February 27, 2025

1 min read

· Last updated: January 25, 2026

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(Reuters) - British sportswear and fashion group Frasers on Thursday announced a 10-year partnership with Dubai-based GMG to introduce Frasers' flagship brand Sports Direct across the Gulf region and

Frasers Expands Sports Direct Brand into Gulf and Egypt with GMG Partnership

(Reuters) - British sportswear and fashion group Frasers on Thursday announced a 10-year partnership with Dubai-based GMG to introduce Frasers' flagship brand Sports Direct across the Gulf region and Egypt.

The partnership will target 50 new Sports Direct store openings over the next five years, Frasers said.

(Reporting by Chandini Monnappa in Bengaluru; Editing by Shailesh Kuber)

Key Takeaways

  • Frasers Group partners with GMG for Gulf expansion.
  • 50 new Sports Direct stores planned in five years.
  • Target regions include Gulf and Egypt.
  • Partnership aims to strengthen retail presence.
  • Frasers focuses on flagship brand expansion.

Frequently Asked Questions

What is the duration of the partnership between Frasers and GMG?
Frasers announced a 10-year partnership with GMG.
How many new Sports Direct stores does Frasers plan to open?
Frasers plans to open 50 new Sports Direct stores over the next five years.
Where will Frasers expand its Sports Direct brand?
Frasers will expand its Sports Direct brand across the Gulf region and Egypt.

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