Frasers expands Sports Direct footprint in Southeast Asia and India

Frasers Group has strengthened its international expansion plans by partnering with MAP Active to launch Sports Direct in five new markets across Southeast Asia and India.

The British retail giant has signed an agreement with MAP Active—a leading sports, fashion, and lifestyle distributor in the region—to bring its sports retail concept to Indonesia, India, the Philippines, Thailand, Vietnam, and Cambodia.

The partnership aims to open over 350 stores across these markets in the long term, leveraging MAP Active’s infrastructure and regional expertise to position Sports Direct as the leading sports retailer in these territories.

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Frasers Group CEO 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.”

With support from Frasers Group’s major brand partners, the expansion is expected to set a new benchmark for sports retail in these markets.

The collaboration will also deepen Sports Direct’s presence in Indonesia, where it already has a foothold, while introducing the brand to new consumers in India and Southeast Asia.

This latest deal builds on Frasers Group’s global expansion strategy, following its recent partnership with GMG to bring Sports Direct to the Middle East and North Africa (MENA).

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