Frasers Group plc has unveiled plans to open a 50,000sq. ft Sports Direct flagship in Manchester city centre, as part of the group’s strategic flagship roll out. The store will open in The Arndale shopping centre, in the heart of the city, and will house Sports Direct, USC, Evans Cycles and GAME as well as a Belong esports arena.

Continuing the success from the business’ first flagship opening on London’s Oxford Street, Manchester will be the 3rd flagship location revealed sitting alongside Birmingham. The ‘flagship’ strategy is an all-new proposition for Sports Direct, bringing the best of sports to the consumer with an unrivalled product choice and world-class experiences through Sports Direct’s new design and brand vision.


By signing an impressive 15-year lease, the group further demonstrates its commitment to physical retail and bringing elevated retail destinations to consumers – securing its foothold as the leading destination for sport and lifestyle.

James France, Head of Property at Frasers Group said Our ambitious plans for Sports Direct Manchester, mark a pivotal moment for the group as we continue to expand and invest into our store portfolio and flagship presence. This store will be one of our most advanced to date and will bring to life the Sports Direct brand in a physical space, enabling consumers to engage in an innovative shopping experience first-hand. We are the leading destination for sportswear and are committed to bringing the very best brands, environment and experience to key retail destinations in the UK.”

Set to open in late 2022, the store will feature the brand’s new premium design across five floors. Sports Direct Manchester will boast the biggest names in sport, including Nike, Adidas and Under Armour, alongside sections dedicated to specialist disciplines, including running, football, and outdoor pursuits. USC will offer trend-focused consumers a selection of the season’s premium branded denim, urban fashion, accessories, and footwear from brands including Converse, C.P Company, Hugo Boss and Lacoste. CBRE advised Frasers Group.

James Keany, Executive Director, UK Retail at CBRE said: “The opening of another flagship store demonstrates the continued confidence in physical retail and the role they play in building and maintaining a strong brand presence. We look forward to working with our long-standing client, Frasers Group as they look to expand further with more Sports Direct flagship stores in major city centres.”

The impressive lifestyle store will also house GAME, selling the latest games, consoles, and accessories. A Belong esports arena will be a social space for competitive gamers to trial new games and take part in esports tournaments.

Evans Cycles will offer its market-leading selection of bikes, parts, accessories, and clothing together with a fully equipped service centre.

Spearheaded by Incoming CEO Michael Murray, the group’s elevation strategy continues to go from strength to strength and remains the key player in driving the long-term growth of the business. The new location in Manchester demonstrates the group’s confidence in its strategy, and commitments to opening premium retail destinations across the UK.