October 20 2025
- Sports Direct Liverpool is Frasers Group's first store designed and constructed with ELEVATE, our retail media network front and centre, turning every touchpoint into a real-time, data-driven retail media channel.
- Frasers Group plans to expand ELEVATE's screen estate, with an initial target of over 1,000 screens, with ambitions to build one of the UK's largest retail media portfolios and laying the foundation for international expansion within the next three years.
- Sports Direct Liverpool, alongside Everlast Gyms+ and FLANNELS, has set the new benchmark for Frasers Group, transforming the Group's retail ecosystem into a best-in-class platform for retail brand storytelling.
Frasers Group plc has opened its most digitally advanced store to date on Liverpool's iconic Church Street, bringing together Sports Direct and Everlast Gyms+ under one roof. Spanning three storeys, the 90,000 sq. ft site has been purpose-built to serve today's consumers, and maximise how they shop, train, and live in the city's newest destination where sport, performance, wellness and style combine to create the city's most compelling retail ecosystem.
Located within the historic Grade II-listed Compton House, Sports Direct Liverpool is a perfect combination of heritage and retail innovation. ELEVATE, Frasers Group's retail media platform, is at the heart of Sports Direct Liverpool. From launch, Sports Direct Liverpool sets a new benchmark for immersive brand storytelling, powered by ELEVATE's extensive media inventory, including in-store, onsite and out of home channels to deliver real-time content, targeted promotions, and measurable brand engagement in the city.
The Liverpool opening marks a major acceleration of Frasers Group's retail media expansion with a major screen rollout, marked by 20+ new digital screens across the Group's presence in the city, including Sports Direct, Everlast Gyms+ and FLANNELS. By harnessing the unmatched scale, depth and breadth of ELEVATE, the store enables brands and customers to connect more closely than ever before.
Over the next three years, Frasers Group plans to deploy 1,000 new screens across its store estate as an initial target, as part of a three year programme of retail media expansion including expansion into Europe by year three. In the UK alone, this expansion will span premium, luxury and sports retail as well as Everlast Gyms and Slazenger Padel Clubs. Our ambition is to cement ELEVATE among the top three retail media screen networks nationwide, leveraging our unique multi-fascia estate, and audience of over 32 million customers. This rollout is an important next step in the transformation of the Group's retail ecosystems into new dynamic, data-driven media platforms for brands.
David Clark, Chief Customer Officer at Frasers Group commented: "Sports Direct Liverpool is the first flagship store built and designed specifically with ELEVATE in mind, offering a more immersive customer experience and a dynamic media platform for brand partners. This marks a pivotal moment for Frasers Group and ELEVATE and further fuels our ambition of becoming one of the UK's largest retail media networks. Together with Everlast Gyms+, FLANNELS and out-of-home activations across the city, Liverpool is a perfect 360-degree case study for Frasers Group's long-term retail media and digital capabilities: content-led, connected and designed for impact."
Visit Sports Direct and Everlast Gyms+ Liverpool today at 35 Church Street, Liverpool, L1 1DF.
Ends
For more information, please contact: Frasers Group PR:FGPR@frasers.group