Sports Direct has made a decision to discontinue its loyalty program by the end of this month. The retail giant introduced the membership scheme last year, attracting seven million members with benefits like monthly prize draws, exclusive offers, and partner perks.
The Sports Direct loyalty scheme is set to conclude on January 31, 2026, transitioning into Frasers Plus, a credit service enabling customers to split payments into interest-free installments. Frasers Group, the parent company overseeing Sports Direct, also owns renowned brands such as House of Fraser, GAME, Evans Cycles, and Jack Wills.
According to a statement on the Sports Direct website, the company revealed the integration of Sports Direct Membership into Frasers Plus, creating a unified rewards platform across the entire group. Frasers Plus, an FCA-regulated credit account, will reward customers for purchases made within the Frasers Group portfolio and select partner retailers.
This move aims to streamline the shopping experience for customers by offering a consolidated platform for rewards, special offers, and flexible payment options under Frasers Plus starting from February 2026.
Frasers Group recently reported a 5% increase in revenue, reaching £2.6 billion for the first half of the financial year ending on October 26. The growth was primarily attributed to the surge in sales at Sports Direct and the upscale fashion brand Flannels, with the premium luxury division experiencing a 3.7% sales boost year-on-year.
International sales saw a remarkable 43% rise compared to the previous year, driven by acquisitions of Holdsport in South Africa and XXL in the Nordics. Despite challenging market conditions and subdued consumer confidence, Frasers Group’s Chief Executive, Michael Murray, expressed optimism about the company’s performance in FY26.
Moreover, Frasers Group managed to achieve approximately £10 million in cost savings while projecting an adjusted pre-tax profit between £550 million and £600 million for the full fiscal year.