Sports Direct owner, Frasers Group, will launch a new retail media offer, Elevate, to deliver “unparalleled, personalised services” to global brand partners and over 30million customers.

Working with omnichannel retail media platform, Zitcha, which will build and deploy its on-site, off-site and in-store media assets, Frasers Group will roll out Elevate in a full scale launch across Sports Direct, Frasers and Flannels.

The Retail Media Network (RMN) will leverage Frasers’ first-party data, which has been bolstered by its new loyalty programme, Sports Direct Membership, which launched back in February. Elevate will allow brand partners to reach and engage customers across its sales channels, including its store network and online. Frasers’ advertising estate includes 750+ UK stores, 60+ Everlast gyms and Frasers Group-owned shopping centres, allowing it to reach 30million+ sports, premium and luxury customers.

“Elevate marks a major step in achieving [our] vision of building the planet’s most compelling brand ecosystem, offering a significantly enhanced media proposition for brand partners,” Michael Murray, Chief Executive of Frasers Group, said.

“This underscores our commitment to delivering unparalleled, personalised services to our global brand partners and our customers.”

Michael Murray, Chief Executive, Frasers Group

Elevate aims to offer an “unmatched breadth of retailers, unique depth of audience understanding and a true full-funnel scale for brand partners,” with David Clark, Chief Customer Officer at Frasers Group, describing the RMN as the “broadest, deepest and most insightful network outside of the grocery and pure play space” when speaking to Retail Gazette.

Murray added that the launch is “just the beginning” of the retail group’s RMN journey, saying Frasers had “big aspirations” to internationally expand its retail media proposition into additional markets.