Sports Direct has made an announcement that its loyalty program will be discontinued by the end of this month. The program, which was launched last year and currently boasts seven million members, provides monthly prize draws, exclusive offers, and partner benefits to customers.
The company has confirmed that the Sports Direct loyalty scheme will cease to exist on January 31, 2026. Following this date, it will be merged into Frasers Plus, a credit facility that enables customers to split payments into interest-free installments.
Frasers Group, the parent company of Sports Direct, also owns several other brands such as House of Fraser, GAME, Evans Cycles, and Jack Wills.
According to a notice on the Sports Direct website, the company stated, “We are updating our customer loyalty program by integrating Sports Direct Membership into Frasers Plus, creating a unified rewards platform for the entire group. Frasers Plus is an FCA-regulated credit account that rewards customers for shopping across the Frasers Group and select partner retailers.”
The integration under Frasers Plus is scheduled to take effect from February 2026, aiming to streamline the shopping experience for customers by offering a consolidated destination for rewards, promotions, and flexible payment options.
Frasers Group recently reported a sales increase for the first half of its financial year, with revenues reaching £2.6 billion for the six months ending on October 26, marking a 5% rise compared to the previous year. This growth was primarily driven by heightened sales at Sports Direct and the luxury fashion brand Flannels, with premium luxury division sales expanding by 3.7% year-on-year.
International sales witnessed a substantial surge of nearly 43% year-on-year following the acquisitions of Holdsport in South Africa and XXL in the Nordics.
Michael Murray, the chief executive of Frasers Group, commented, “Despite challenging market conditions, subdued consumer confidence, and industry-wide inventory challenges, we have had a strong start to FY26. While we remain cautious for the second half, we are committed to tackling these obstacles.”
Despite facing increased tax and staff wage costs, Frasers Group managed to achieve approximately £10 million in cost savings during the recent period. The company anticipates an adjusted pre-tax profit ranging between £550 million and £600 million for the full year.