LONDON (Reuters) - Britain's Sports Direct International , the sporting goods retailer founded and controlled by Mike Ashley, is to rebrand as Frasers Group, it said on Monday.Sports Direct said the rebranding, which is subject to shareholder approval at a Dec. 16 meeting, is being undertaken "to reflect the changing profile and consumer proposition of the group."The group purchased the House of Fraser department store chain out of administration for 90 million pounds ($115 million) in August..