Intersport Targets Morocco as North Africa’s Next Growth Frontier

Global sporting goods retail giant Intersport has unveiled plans to enter Morocco through a strategic partnership with One Retail, a move that underscores the growing importance of North Africa in the international sports retail landscape and sets the stage for significant expansion ahead of the 2030 FIFA World Cup.

The agreement between Intersport International Corporation GmbH and One Retail, the retail arm of Morocco-based H&S Group, will see the Moroccan partner develop and operate the Intersport brand across the Kingdom. The first stores are scheduled to open in Casablanca during the first half of 2027.

A Strategic Bet on a Rising Market

Morocco has emerged as one of Africa’s most attractive retail and sports investment markets. The country combines a young, increasingly urban population with rising participation in organised sport, growing disposable incomes and major government-backed investments in sporting infrastructure.

For Intersport, which already operates across dozens of markets worldwide, Morocco represents a logical next step in strengthening its presence across the African continent. The retailer described the country as one of North Africa’s most dynamic sports markets and highlighted the opportunity to accelerate access to sporting goods through its established multi-brand retail model.

Speaking on the announcement, Tom Foley, CEO of Intersport International Corporation GmbH, said Morocco is a rapidly evolving market offering exciting growth opportunities. He emphasised the combination of Intersport’s international expertise and One Retail’s local market knowledge as a key factor behind the venture’s ambitions.

Riding the Momentum of the 2030 FIFA World Cup

One of the most compelling factors behind the move is Morocco’s role as co-host of the 2030 FIFA World Cup alongside Spain and Portugal. The tournament is expected to act as a catalyst for investment in football facilities, grassroots sports programmes, tourism and consumer spending on sporting equipment and apparel.

According to Omar Benabdallah, Vice President of One Retail, the World Cup presents a unique opportunity to support the growth of sport in Morocco while enhancing the country’s international profile. The company aims to establish Intersport as a leading sports retail destination that combines international standards with locally relevant product offerings.

Industry analysts have increasingly pointed to major sporting events as catalysts for retail expansion, particularly in emerging markets where consumer interest in sport often translates into long-term demand for equipment, footwear and activewear.

A Multi-Brand Approach

The Moroccan stores will offer products across high-growth categories including running, football, training, outdoor activities and lifestyle sports. In addition to well-known international brands, consumers will gain access to Intersport’s proprietary labels, including McKinley for outdoor equipment and Energetics for fitness products.

This blend of global and private-label brands has long been central to Intersport’s retail strategy, allowing the company to address multiple price points while maintaining competitive differentiation against both specialist sports retailers and general fashion chains.

One Retail Expands Beyond Traditional Sectors

For One Retail and parent company H&S Group, the partnership represents an important diversification strategy. Chairman Moncef Belkhayat described sport and lifestyle retail as a new strategic growth driver that can help build a nationwide retail network focused on accessibility, performance and sustainability.

The move reflects a broader trend across North Africa, where retailers are increasingly looking beyond traditional consumer categories to capitalise on growing demand for wellness, fitness and outdoor recreation products.

North Africa’s Sporting Future

Intersport’s arrival in Morocco is more than a simple market entry. It signals increasing confidence among global sporting goods retailers in North Africa’s economic prospects and sporting culture. As infrastructure investment accelerates and international events draw greater attention to the region, Morocco is positioning itself not only as a football powerhouse but also as a key commercial hub for the sports industry.

If successful, the Moroccan venture could provide a blueprint for further expansion across neighbouring markets, reinforcing North Africa’s emergence as one of the sporting goods sector’s most promising growth regions.