Sports Direct has revealed that it will discontinue its loyalty program by the end of this month. The retailer’s membership scheme, which began last year and has amassed seven million members, provides monthly prize draws, exclusive offers, and partner benefits.
The Sports Direct loyalty program is set to conclude on January 31, 2026. Following this, it will be merged into Frasers Plus, a credit offering enabling customers to split payments into interest-free installments. Frasers Group, the parent company of Sports Direct, also owns other brands such as House of Fraser, GAME, Evans Cycles, and Jack Wills.
According to a statement on the Sports Direct website, the company stated, “We announce an update to our customer loyalty offering, integrating Sports Direct Membership into Frasers Plus, to create one unified, Group-wide rewards platform. Frasers Plus is our Group’s FCA-regulated credit payment account that rewards customers every time they shop across the Frasers Group portfolio and select partner retailers.”
The transition to Frasers Plus, scheduled for February 2026, aims to simplify the shopping experience for customers by providing a central hub for rewards, offers, and flexible payment choices.
In other news, Frasers Group reported a 5% increase in revenue, reaching £2.6 billion for the first half of the financial year ending October 26. This growth was primarily fueled by heightened sales at Sports Direct and luxury brand Flannels, with the premium luxury division experiencing a 3.7% year-on-year sales increase.
International sales surged by nearly 43% year-on-year following the acquisitions of 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 optimism about the company’s performance in FY26.
Frasers Group achieved approximately £10 million in cost savings during the period, despite increased expenses related to taxes and staff wages. The company remains on track to achieve an adjusted pre-tax profit ranging between £550 million and £600 million for the full fiscal year.