Global wellbeing and retail conglomerate GMG has announced a 10-year strategic retail partnership with Frasers Group to bring sports retailer Sports Direct to the Middle East and Africa region.

GMG also operates Nike and JD Sports stores in the region, as well as Sun & Sand Sports, which claims to be the Middle East’s largest sports retailer.

Michael Murray, CEO of Frasers Group, commented: “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.”

Michael Murray, CEO of Frasers Group, and Mohammad A Baker, deputy chairman and CEO of GMG

Mohammad A Baker, deputy chairman and CEO of GMG, added: “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.”