Sports Direct's new Liverpool flagship store built with Elevate retail media platform in mind
Frasers Group recently opened Sports Direct Liverpool on Church Street, a flagship destination that brings together Sports Direct and Everlast Gyms+ under one roof.
The store is the first in its portfolio designed with ELEVATE, Frasers Group’s proprietary retail media platform, in mind, with the aim of turning every touchpoint into a real-time, data driven media channel for brands.
20+ new screens are now installed across Sports Direct, Everlast Gyms+, and FLANNELS in Liverpool.
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.
David Clark, Chief Customer Officer at Frasers Group, comments: “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.”
35 photos as massive Sports Direct opens its doors in Liverpool https://t.co/HD6pq0lub2
— What's On Liverpool (@EchoWhatsOn) October 17, 2025
2025 RTIH INNOVATION AWARDS
Retail media was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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