Sports Direct has made public its decision to discontinue its loyalty program by the end of this month. The retailer’s membership scheme, launched last year and boasting seven million members, offers monthly prize draws, exclusive deals, and partner benefits.
Effective January 31, 2026, Sports Direct’s loyalty scheme will be phased out and merged into Frasers Plus, a credit service enabling interest-free installment payments. Frasers Group, the parent company of Sports Direct, also owns brands like House of Fraser, GAME, Evans Cycles, and Jack Wills.
In an announcement on the Sports Direct website, the company stated the integration of Sports Direct Membership into Frasers Plus to establish a unified rewards platform across the group. Frasers Plus, an FCA-regulated credit account, rewards customers for shopping within the Frasers Group and select partner retailers.
Frasers Group recently reported a 5% increase in revenues, totaling £2.6 billion for the first half of the financial year ending October 26. Notably, sales for Sports Direct and luxury brand Flannels saw growth, with the premium luxury division recording a 3.7% increase in sales year-on-year. International sales surged by almost 43% following acquisitions in South Africa and the Nordics.
Michael Murray, the chief executive of Frasers Group, expressed satisfaction with the company’s performance despite challenging market conditions. The focus remains on addressing industry challenges and maintaining cautious optimism for the future.
Despite increased expenses for taxes and staff wages, Frasers Group managed to achieve approximately £10 million in cost savings during the period. The company anticipates an adjusted pre-tax profit ranging between £550 million and £600 million for the full fiscal year.