Frasers Group retail media: ELEVATE explained for brands

Frasers sells other companies' brands. Sports Direct and FLANNELS stock Nike, adidas, HUGO BOSS and hundreds more, and Frasers calls those relationships "the strongest they have ever been" (InternetRetailing, 17 July 2025). That makes ELEVATE an extension of Frasers' trading relationships with global brands. At the Liverpool flagship, adidas, Nike and Under Armour each have dedicated zones (365 Retail, 20 October 2025).

The physical estate is unusually varied. Beyond stores, Frasers owns gyms and shopping centres and sells national out-of-home sites (Zitcha, 15 May 2025). A running-shoe brand could, for example, appear on a gym screen, in the Sports Direct footwear zone and on a billboard outside the same shopping centre.

Frasers also said why it built the network. Its FY25 results described ELEVATE as "crucial in offsetting the ever-increasing digital marketing costs of third parties" (Frasers Group, 17 July 2025). The same statement called the business "currently in its infancy". A year later, the FY26 results still described ELEVATE as hyper-personalised advertising across physical and digital channels, but gave no revenue or screen count (Frasers Group, 16 July 2026).

In-store. The Sports Direct and Everlast Gyms+ flagship in Liverpool was the first store designed around ELEVATE. It opened with more than 20 screens, digital columns, escalator landing zones, fitting-room screens and dedicated zones for adidas, Nike and Under Armour (365 Retail, 20 October 2025). Frasers wants ELEVATE among the top three UK retail media screen networks. How screen networks are planned and counted is covered in in-store retail media.

Onsite and offsite. Zitcha builds and runs Frasers' onsite, offsite and in-store assets (Zitcha, 15 May 2025). Specific onsite formats, such as sponsored products or display, and offsite channels have not been published by Frasers.

Out-of-home. National out-of-home sites and Frasers-owned shopping centres are part of the advertising estate (same source).

ELEVATE targets with customer spending data. Frasers points to Sports Direct Membership, a benefits program launched in February 2025, as a source of more personal data (Frasers Group, 17 July 2025). Frasers Plus, its credit and loyalty product, ended FY26 with 1.1 million active customers and 20.5% of UK online sales (Frasers Group, 16 July 2026). Whether Frasers Plus data is used for advertising is not stated.

Frasers has not described how brands access audiences, what reports they receive or whether a clean room is used. Ask how Membership and Frasers Plus consents cover advertising use.

No measurement method has been published. Frasers speaks of "measurable brand engagement" for in-store placements (company claim, 365 Retail, 20 October 2025). Zitcha says its platform reports across channels, but no Frasers report format, attribution window or audit is public.

For screens, agree how plays and audiences are counted before launch. For sales effects, ask whether closed-loop measurement links exposure to Membership purchases, and what share of sales carries a Membership ID.

1. Start with your Frasers trading team. ELEVATE sells to brand partners, so supplier relationships are the entry point.
2. Ask which stores have ELEVATE screens now; Liverpool was first and wider rollout follows.
3. Request the onsite and offsite format list and audience options built on Membership data.
4. Combine surfaces for launches: store zones, gym screens and out-of-home near the same centres.
5. Agree measurement in writing, including play counts, audience estimates and any sales read.

It suits:

• global sportswear and sports-equipment brands stocked by Sports Direct;
• premium and luxury brands sold through FLANNELS and FRASERS;
• brands wanting high-impact in-store zones and experiential space.

It suits less:

• brands not stocked by Frasers;
• advertisers needing self-serve buying or published rate cards;
• buyers who require audited sales measurement before committing.

• Media revenue and the number of brands advertising.
• The current number of stores and screens live outside Liverpool.
• Onsite and offsite formats, minimum spend and measurement method.
• Audience size: 30m+ in the FY25 results versus "exceeding 32 million" in October 2025 coverage.
• Headquarters, which is taken from general knowledge.

1. Frasers Group plc, "Final Results" FY25, RNS (17 July 2025). https://otp.tools.investis.com/clients/uk/sports_direct1/rns/regulatory-story.aspx?cid=723&newsid=1966951
2. Frasers Group plc, "Full year results for the 52 weeks ended 26 April 2026" (16 July 2026). https://frasers-cms.netlify.app/assets/FrasersGroup-FY26-Results-Announcement.pdf
3. Zitcha, "Zitcha to power Frasers Group ELEVATE retail media network" (London, 15 May 2025; page dated 14 May 2025). https://www.zitcha.com/newsroom/zitcha-to-power-frasers-group-elevate-retail-media-network
4. InternetRetailing, "Frasers Group launches retail media network, ELEVATE, across the group's physical and digital assets" (13 May 2025). https://internetretailing.net/frasers-group-launches-retail-media-network-elevate-across-the-groups-physical-and-digital-assets/
5. 365 Retail, "Frasers Group Launches ELEVATE Retail Media Network with Flagship Liverpool Rollout" (20 October 2025). https://365retail.co.uk/frasers-group-launches-elevate-retail-media-network-with-flagship-liverpool-rollout/
6. InternetRetailing, "Frasers Group focuses on elevation strategy and retail media as it reports fall in sales and pre-tax profits" (17 July 2025). https://internetretailing.net/frasers-group-focuses-on-elevation-strategy-and-retail-media-as-it-reports-fall-in-sales-and-pre-tax-profits/