Sports Direct has revealed that its loyalty program will be discontinued by the end of this month. The retail giant introduced the membership scheme last year, which currently boasts seven million members and offers monthly prize draws, exclusive deals, and partner perks.
The decision to terminate the Sports Direct loyalty scheme on January 31, 2026, has been officially confirmed. Following this date, the scheme will be merged into Frasers Plus, a credit service allowing customers to split payments into interest-free installments.
Frasers Group, the parent company of Sports Direct, as well as other well-known brands like House of Fraser, GAME, Evans Cycles, and Jack Wills, will oversee this integration. According to a statement on the Sports Direct website, the move aims to unify and enhance the customer rewards system under Frasers Plus, a Financial Conduct Authority (FCA)-regulated credit payment account.
The transition to Frasers Plus, scheduled for February 2026, is expected to streamline the shopping experience for customers by consolidating rewards, promotions, and flexible payment options into a single platform.
In recent financial news, Frasers Group reported a 5% revenue increase to £2.6 billion for the first half of its fiscal year, up to October 26. The surge was primarily attributed to heightened sales at Sports Direct and luxury fashion brand Flannels, with the premium luxury division experiencing a 3.7% growth in sales year-on-year.
International sales also saw a substantial jump of nearly 43% year-on-year, driven by the acquisitions of Holdsport in South Africa and XXL in the Nordics. Michael Murray, the chief executive of Frasers Group, expressed confidence in the company’s performance despite challenging market conditions and emphasized their focus on addressing industry challenges.
Despite facing pressures from taxes and employee wages, Frasers managed to achieve approximately £10 million in cost savings during the period. The company remains optimistic about its full-year adjusted pre-tax profit forecast, expected to range between £550 million and £600 million.
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