Sports Direct has announced the discontinuation of its loyalty scheme by the end of this month. The sports retailer introduced the membership scheme last year, attracting seven million members with monthly prize draws, exclusive offers, and partner benefits. Effective January 31, 2026, the Sports Direct loyalty program will merge into Frasers Plus, a credit product offering interest-free installment payments.
Frasers Group, the parent company of Sports Direct, along with other brands like House of Fraser, GAME, Evans Cycles, and Jack Wills, confirmed the integration of the loyalty schemes. Frasers Plus, an FCA-regulated credit payment account, will now serve as the unified rewards platform across the Frasers Group portfolio and select partner retailers.
The move to integrate under Frasers Plus aims to streamline the shopping experience for customers, providing a consolidated destination for rewards, offers, and flexible payment options. Frasers Group’s recent financial results showed a 5% revenue increase to £2.6 billion for the first half of the financial year, driven by strong sales from Sports Direct and luxury brand Flannels. Notably, international sales surged by nearly 43% year-on-year following strategic acquisitions in South Africa and the Nordics.
Michael Murray, the CEO of Frasers Group, acknowledged the challenging market conditions but expressed confidence in the company’s performance. Despite facing subdued consumer confidence and inventory challenges, Frasers Group remains focused on addressing industry headwinds. The company reported approximately £10 million in cost savings during the period, aiming for an adjusted pre-tax profit of £550-600 million for the full year.