Sports Direct Malaysia has a new owner. Frasers Group has transferred its entire equity stake in the business to MAP Active (PT MAP Aktif Adiperkasa Tbk) in a transaction valued at $150 million. The deal reshapes the British retailer's Southeast Asian strategy while deepening a long-standing regional partnership.
Transaction Structure and Financial Terms
Under the agreement, Frasers Group exits its ownership position in Sports Direct Malaysia entirely. The company does not, however, lose its revenue connection to the market. A long-term commercial arrangement embedded in the deal ensures Frasers Group continues receiving ongoing income as MAP Active drives the brand's future growth.
This structure — equity exit paired with retained revenue rights — reflects a strategic move toward capital-light regional management. MAP Active absorbs full operational responsibility while Frasers Group maintains financial exposure to Sports Direct's performance in Malaysia.
Expanding a Multi-Market Southeast Asia Partnership
The Sports Direct Malaysia deal extends a collaboration already active across five Southeast Asian markets: Indonesia, the Philippines, Thailand, Vietnam, and Cambodia. Consolidating regional operations under MAP Active simplifies cross-border management and improves operational efficiency.
Michael Murray, CEO of Frasers Group, described the deal as a strategic deepening: "MAP Active is a valued strategic partner, and this transaction further deepens our relationship as we accelerate Sports Direct's growth across Southeast Asia. Together, we are creating a strong platform to deliver our ambitious growth plans."
V.P. Sharma, Group CEO of PT Mitra Adiperkasa Tbk, reflected MAP Active's confidence in the expanded role: "Leveraging on our local expertise and regional retail network, we look forward to offering more of Sports Direct's world-class offerings to our customers across the region — and unlocking new opportunities that create long-term value for both companies."
Targeting 350 Stores and 600 Million Consumers
The combined expansion ambition behind this transaction is significant. Frasers Group and MAP Active share a long-term target of opening more than 350 stores across Southeast Asia. This retail network is designed to reach a consumer base exceeding 600 million people — one of the fastest-growing retail populations in the world.
MAP Active brings proven local expertise, established retail infrastructure, and a strong portfolio of internationally recognised brands. These capabilities position Sports Direct for accelerated store rollouts and broader market penetration across all six partner countries.
- Transaction value: $150 million
- Markets covered: Malaysia, Indonesia, Philippines, Thailand, Vietnam, Cambodia
- Long-term store target: 350+ locations
- Target consumer base: 600 million+ people
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Frequently Asked Questions
What is the value of the Sports Direct Malaysia transaction?
The deal is valued at $150 million. Frasers Group transfers its full ownership stake in Sports Direct Malaysia to MAP Active (PT MAP Aktif Adiperkasa Tbk) under these terms.
Will Frasers Group still earn revenue after selling Sports Direct Malaysia?
Yes. Despite the equity exit, a long-term commercial arrangement ensures Frasers Group continues receiving ongoing income from Sports Direct's Malaysian operations. MAP Active manages the business operationally.
How many Sports Direct stores are planned across Southeast Asia?
Frasers Group and MAP Active are targeting over 350 stores across six Southeast Asian markets. The expansion aims to serve more than 600 million consumers, establishing Sports Direct as a leading sport and lifestyle destination across the region.
