Zitcha to power Frasers Group ELEVATE retail media network across Sports Direct, Flannels and Frasers

Australian firm Zitcha has been appointed by Frasers Group, behind UK retailers such as Sports Direct, Flannels and Frasers, to power its newly launched ELEVATE retail media network. 

This enables brand partners to reach shoppers at key moments across the Group’s physical and digital touchpoints, including in-store, online and off-site locations.

With an audience of 30 million+ customers, spanning across the sports, premium and luxury sectors, it is pitched as the UK’s most comprehensive retail media offering from a multi-category retailer, covering the likes of a physical and digital advertising estate of 750+ UK stores, 60+ Everlast Gyms locations, Frasers Group owned shopping centres, and national out-of-home advertising spaces.

This builds on the recent launch of Sports Direct Membership, a programme designed to reward loyal omnichannel customers with exclusive benefits and personalised benefits.

Michael Murray, CEO at Frasers Group, comments: “ELEVATE marks a major step in achieving Frasers Group’s vision of building the planet’s most admired and compelling brand ecosystem, offering a significantly enhanced media proposition for brand partners – and this is just the beginning.”

“We’re launching ELEVATE full scale, across Sports Direct, Flannels and Frasers, and have big aspirations to expand this offering into further markets. This underscores our commitment to delivering unparalleled, personalised services to our global brand partners and our customers.”

Troy Townsend, CEO at Zitcha, says: “Frasers Group is redefining what’s possible in omnichannel retail media, and we’re proud that Zitcha is powering this transformation. ELEVATE combines its large physical and digital footprint with our platform’s adaptive, full-funnel capability, unlocking unparalleled opportunities for brand partners to connect with customers in meaningful, measurable ways.”

“This launch also reflects our growing presence in the UK retail media market and follows our partnership with Ocado Retail, the UK’s fastest growing grocer, to launch Ocado Ads.”

2025 RTIH INNOVATION AWARDS

Retail media will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.