Sports Direct will be discontinuing its loyalty scheme by the end of this month. The scheme, which was launched last year and has accumulated seven million members, provides monthly prize draws, exclusive offers, and partner benefits to its members.
The current Sports Direct loyalty program will cease to exist on January 31, 2026, and will be merged into Frasers Plus, a credit product allowing consumers to split payments into interest-free instalments. Frasers Group, the parent company of Sports Direct, also owns other well-known brands like House of Fraser, GAME, Evans Cycles, and Jack Wills.
In an announcement on the Sports Direct website, the company stated that the integration of Sports Direct Membership into Frasers Plus will create a unified rewards platform for the entire group. Frasers Plus, a credit payment account regulated by the Financial Conduct Authority (FCA), will reward customers every time they make purchases within the Frasers Group and at selected partner retailers. This integration is set to simplify the shopping experience for customers by offering a centralized platform for rewards, offers, and flexible payment options starting from February 2026.
Frasers Group recently reported a 5% increase in revenues, totaling £2.6 billion for the six months ending on October 26, compared to the previous year. The growth was primarily driven by higher sales at Sports Direct and luxury brand Flannels, with the premium luxury division experiencing a 3.7% year-on-year sales increase. International sales also saw a significant surge of nearly 43% year-on-year, following the acquisition of Holdsport in South Africa and XXL in the Nordics.
Michael Murray, the chief executive of Frasers Group, expressed satisfaction with the solid start to the 2026 financial year despite challenging market conditions. He highlighted the subdued consumer confidence and increased promotional activities due to excess inventory in the industry. Murray emphasized the company’s unwavering focus in addressing these challenges going forward.
Despite facing tax and wage-related expenses, Frasers Group managed to achieve approximately £10 million in cost savings during the latest reporting period. The company remains optimistic about achieving an adjusted pre-tax profit ranging between £550 million and £600 million for the full fiscal year.