Sports Direct has revealed that it will discontinue its loyalty program by the end of this month. The sports retailer introduced the membership scheme last year, which currently boasts seven million members and provides monthly prize draws, exclusive deals, and partner perks.
As of January 31, 2026, the Sports Direct loyalty scheme will be phased out and merged into Frasers Plus, a credit service enabling customers to split payments into interest-free installments. Frasers Group, the parent company of Sports Direct, also owns various other brands such as House of Fraser, GAME, Evans Cycles, and Jack Wills.
In an announcement on the Sports Direct website, the company stated that they are updating their customer loyalty program to integrate Sports Direct Membership with Frasers Plus, creating a unified rewards platform across the entire group. Frasers Plus is an FCA-regulated credit payment account that rewards shoppers for purchases within the Frasers Group portfolio and select partner retailers.
The integration under Frasers Plus is scheduled to occur from February 2026, aiming to streamline the shopping experience for customers by offering a centralized location for rewards, promotions, and flexible payment choices.
Following a successful first half of the financial year, Frasers Group reported a 5% increase in revenues, totaling £2.6 billion for the six months ending on October 26. Sales growth was primarily attributed to strong performances from Sports Direct and luxury brand Flannels, with premium luxury division sales rising by 3.7% year-on-year.
International sales surged by almost 43% year-on-year after acquiring Holdsport in South Africa and XXL in the Nordics. Despite challenging market conditions and subdued consumer confidence, Michael Murray, Frasers Group’s chief executive, expressed confidence in the company’s resilience and ability to address industry challenges effectively.
Frasers Group achieved approximately £10 million in cost savings during the latest period, despite increased expenses for taxes and employee wages. The company is projecting an adjusted pre-tax profit between £550 million and £600 million for the full fiscal year.