Liam Ebbs has launched GameFrame, a new Grimsby business offering a 3D football shirt display that brings sports memorabilia to life
A Grimsby businessman has swapped a career in construction to launch a fresh sports memorabilia venture with his family. Like countless other football supporters, Liam Ebbs and his family regard vintage shirts as far more than simply items of clothing.
Treasured shirts are akin to time capsules and fragments of personal history, frequently passed down across generations. The devoted Grimsby Town supporter has accumulated an impressive collection of shirts but wasn’t happy with the conventional method of displaying them, where fans send away their jerseys to be sealed in corporate, formal frames.
Identifying a gap in the marketplace, he and his family hit upon a plan to completely transform the shirt display sector. The outcome – GameFrame – perfectly showcases tops and is already attracting attention from clubs and enterprises up and down the country, less than a month since its debut.
Following two decades in construction, Liam is now entirely committed to developing an enterprise centred on preserving sporting enthusiasm, rather than merely producing frames.
Founder and dad-of-two Liam, 44, said: “It’s a completely different way of displaying football or sports jerseys in general. GameFrame came from an idea I’d had for a long time. I’ve always felt that traditional framed football shirts can look a little flat and lifeless, and I wanted to create something that actually brings the shirt to life.
“I had a real prize shirt selection that I wanted to frame, and I was looking around at what was out there, and it just wasn’t really doing it for me. So, it popped into my head, and I started playing with things, reports Grimsby Live.
“I thought, ‘actually, I can’t find it, so I’ll try and make it. ‘ And it just snowballed from there. The result is GameFrame – a three-dimensional shirt display designed around the shape of the body, turning a football shirt or sporting jersey into something much more sculptural and personal.
“After a lot of development, prototyping and probably a few moments of wondering what I’d got myself into, the website is now live and GameFrame has launched for pre-order, with the first products due to be dispatched towards the end of September.”
GameFrame offers prospective customers reassurance that they won’t need to part with their cherished shirts to have them framed. The display unit, which is manufactured in the UK, is delivered straight to the customer’s door.
Liam said: “A lot of times, you just send your shirt off to a company, they frame it in a black frame, fold it, and send it back. And if they’re signed they could be worth thousands of pounds. Our concept is that you buy the frame, and you do it yourself.
“It’s simple. You can hang your shirt, and you can change it in a minute.”
Liam, who lives in Grimsby with his wife Amy, 44, Leila, 18, and George, 13, describes launching his own venture as a significant shift, having spent years in the construction and housebuilding sector, holding positions in procurement and quality control.
However, he maintains those capabilities provided ideal groundwork for creating a physical product, explaining: “The skills I acquired in that previous career-the quality control for building houses, making sure everything is good for customers, and the procurement side-that’s really helped with the development of this business.”
Since going live earlier this month, he’s been in discussions with professional football clubs about partnering on heritage products, narrating historical stories through shirt displays. Retailers as far away as Brighton have also been in touch.
He said: “I’ve spoken to the local clubs as well. I meet the chairman at Cleethorpes Town tomorrow, and the immediate dream is to get into Grimsby Town, they’re my local team.”
It’s not Liam’s first venture into the start-up arena. In his early 20s, he operated a vintage clothing outlet, gaining experience through market stalls and shops in Lincoln after importing vintage Levi’s and other garments.
He said: “I’ve always had a bit of an entrepreneurial spirit, but life got in the way-house, kids, things like that. Now, at this stage of my life, I decided to take the leap and go for it.”
Although the venture is currently run from home, the ambition is plain to see: to establish a family business, with everyone already fully committed to the cause.
He added: “They have been helping me with the TikTok and social media side of things. I’m just trying to build a family brand. I’d like to try and hopefully develop it as a family business – that’s the goal.”







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