British fashion company JD Sports has signed a 10-year franchise agreement with retail conglomerate Gulf Marketing Group (GMG) to expand into the Middle East. 

Under the deal, GMG will roll out about 50 stores under the JD fascia by 2028. The partnership is part of JD Sports’ ambition to open between 200 and 300 new stores annually over the next five years. 

The company said the deal will provide a substantial opportunity for JD Sports to showcase “its unique multi-brand, omnichannel proposition”. 

“We are starting a new chapter in the sports retail landscape by acquiring the franchise rights for the GCC region and Egypt for JD Sports,” said Mohammad A Baker, deputy chairman and CEO of GMG. 

“This alliance is a testament to our commitment to enhancing the lives of consumers in the region, as we embark on a journey to provide them with unmatched choices and empower their active lifestyles.”

After entering Southeast Asia in 2020 through a purchase deal with Royal Sporting House, GMG aims to open 100 stores in the region by 2025. Its flagship sports retail concept Sun & Sand Sports launched its first store in Singapore in May. The company aims to increase Sun & Sand Sports’ store numbers in Southeast Asia to 11 during the next three years. 

Earlier this year, JD Sports withdrew from South Korea after five years of operations.