Frasers Group has made a minority investment in UK leisure company We Do Play.

We Do Play is UK-headquartered operator of experience-led brands including Flip Out, Activate, Putt Putt Social and Rumble Rooms.

The investment marks the retail giant’s debut into the leisure market.

It said that the investment would diversity its consumer offering through synergies with its existing retail brands, including Sports Direct.

Following successful openings in London and Newcastle, the retail group plans to launch more than 40 Activate locations nationwide in the coming years.

“Today’s announcement marks a significant milestone in our strategy to diversify and create more dynamic consumer and leisure experiences,” said Frasers Group chief acquisition officer, James France. “We Do Play’s innovative brands align perfectly with our vision for a modern, experience-led consumer ecosystem. Together, we look forward to bringing these brands to more communities nationwide.”

Rich Beese, chief executive of We Do Pay, said that the investment would help the company scale "faster and further."

"This partnership gives us the platform to innovate, expand our footprint, and elevate leisure across the UK and beyond," he continued.

The move comes as Frasers Group expands its portfolio across multiple retail sectors.

The company has already established significant stakes in other prominent retailers, including Asos, Hugo Boss, and Currys.

Frasers Group previously held a stake in N Brown, which it sold in 2024.

Earlier this month, the company acquired online retailer Ebuyer after the electronics specialist entered administration.

Ebuyer, which sells laptops, televisions and motherboards, reported financial difficulties in its latest financial report, citing reduced discretionary spending and inflation as the main causes.

It also recently increased its stake in online electrical retailer AO World to 25.01 per cent.

The move represents a slight increase from the company's previous holding of 24.02 per cent, further consolidating its position as the second-largest shareholder in the business.

Meanwhile, Frasers Group is expanding internationally, with the company launching Sports Direct in Australia, New Zealand, India, the Philippines, Thailand, Vietnam, and Cambodia.

The business plans to open 100 stores across Australia and New Zealand, while it will set up Sports Direct across 350 locations in Asia in the long-term.

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