Frasers Group, the owner of Sports Direct, has purchased nearly a 6% stake in Puma SE. The investment gives Frasers a meaningful minority holding in the athletic apparel company and could influence corporate strategy or partnership opportunities between the firms.
EXEC: Sports Direct Owner Frasers Group Acquires Near 6 Percent Stake In Puma SE March 5, 2026 SGB Executive by SGB Executive Frasers Group, the parent of Sports Direct, Slazenger, Donnay, LA Gear, No Fear, and Antigua, has acquired a nearly 6 percent stake in Puma, according to a filing on Thursday, March 5. Frasers, which is now the second-largest shareholder in Puma, declined further comment. In the past, Frasers has used its minority shareholdings in companies as leverage to push for strategic change or to encourage companies to sell their products or adopt its services. The UK-based company has substantial investments in multiple retailers, including Debenhams, ASOS and AO World. Puma is a major supplier to Sports Direct, which accounts for the majority of Frasers Group’s profits. The stake disclosure comes over a month after China’s largest sportswear brand, Anta Sports, agreed to buy a 29 percent stake in Puma for €1.5 billion ($1.74 billion) from Kering shareholder Artemis. Anta had suggested it would seek a board seat at the German brand when it laid out plans to become the largest shareholder in January 2026. Image courtesy Puma SE
Curated by Taleb Kabbara · Source: sgbonline.com
Frasers Group, Puma, SGB Media
Frasers Group: Frasers Group is the owner of Sports Direct and an investment group that has acquired a near 6 percent stake in Puma SE.
Puma: Puma SE is a global sportswear and footwear manufacturer that received a near 6 percent equity stake from Frasers Group.
SGB Media: SGB Media is the media outlet that published the headline story reporting on Frasers Group's acquisition of a near 6 percent stake in Puma SE.
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