Sports Direct has revealed that its loyalty program will be discontinued by the end of this month. The retailer introduced the membership scheme last year, attracting seven million members with monthly prize draws, exclusive offers, and partner benefits.
The loyalty scheme, set to end on January 31, 2026, will be merged into Frasers Plus, a credit service that enables interest-free payment splits. Frasers Group, the parent company of Sports Direct, also owns brands like House of Fraser, GAME, Evans Cycles, and Jack Wills.
According to a statement on the Sports Direct website, the company stated the integration of Sports Direct Membership into Frasers Plus will streamline the customer experience by offering a unified rewards platform. Frasers Plus, an FCA-regulated credit payment account, will reward customers for shopping across the Frasers Group portfolio and select partner retailers.
Frasers Group recently reported a sales increase in the first half of the financial year, with revenues reaching £2.6 billion for the six months up to October 26, showing a 5% rise from the previous year. The growth was mainly attributed to higher sales at Sports Direct and luxury brand Flannels. International sales surged by almost 43% year-on-year following acquisitions in South Africa and the Nordics.
Michael Murray, the CEO of Frasers Group, expressed satisfaction with the company’s performance despite challenging market conditions. He highlighted the focus on addressing industry challenges head-on. The company managed to achieve approximately £10 million in cost savings, aiming for an adjusted pre-tax profit of £550-600 million for the full year.
