Sports Direct has revealed that it will discontinue its loyalty program by the end of this month. The sports retailer, which launched the membership scheme last year and currently boasts seven million members, offers monthly prize draws, exclusive deals, and partner perks through the initiative.
The company confirmed that the Sports Direct loyalty scheme will cease on January 31, 2026, transitioning into Frasers Plus thereafter. Frasers Plus, a credit service allowing customers to split payments into interest-free installments, is part of the Frasers Group, which is the parent company of Sports Direct, along with other brands like House of Fraser, GAME, Evans Cycles, and Jack Wills.
In an announcement on the Sports Direct website, the company stated that the integration of Sports Direct Membership into Frasers Plus aims to create a unified rewards platform across the group. Frasers Plus, an FCA-regulated credit payment account, will reward customers for shopping within the Frasers Group portfolio and select partner retailers.
The consolidation under Frasers Plus, scheduled for February 2026, is expected to streamline the shopping experience for customers by offering a centralized destination for rewards, promotions, and flexible payment options.
Following a rise in sales for the first half of its financial year, Frasers Group reported revenues of £2.6 billion for the six months ending on October 26, marking a 5% increase from the previous year. Sales growth was primarily attributed to strong performances from Sports Direct and luxury brand Flannels, with the premium luxury division experiencing a 3.7% year-on-year increase.
International sales surged by nearly 43% year-on-year, driven by acquisitions in South Africa and the Nordics. Michael Murray, Frasers Group’s CEO, expressed optimism about the company’s performance in the face of challenging market conditions, subdued consumer confidence, and industry-wide inventory issues.
Despite higher tax and wage costs, Frasers managed to achieve approximately £10 million in cost savings during the period and projects an adjusted pre-tax profit ranging from £550 million to £600 million for the full financial year.