Sports Direct has disclosed that its loyalty program will be discontinued by the end of this month. The popular sports retailer introduced this membership scheme last year, attracting seven million members with monthly prize draws, exclusive offers, and partner benefits.
Effective January 31, 2026, the Sports Direct loyalty scheme will be terminated and merged into Frasers Plus. Frasers Group, the parent company of Sports Direct, also owns House of Fraser, GAME, Evans Cycles, and Jack Wills.
The company stated on its website that the integration into Frasers Plus, a regulated credit payment account, will consolidate the rewards system across the entire Frasers Group portfolio and partner retailers. This transition aims to streamline the shopping experience, offering customers a unified platform for rewards, promotions, and flexible payment choices.
Frasers Group recently reported a 5% revenue increase to £2.6 billion for the first half of the financial year ending October 26. The growth was primarily fueled by heightened sales at Sports Direct and the luxury fashion brand Flannels, with a 3.7% rise in premium luxury division sales.
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, Frasers Group’s chief executive, Michael Murray, expressed optimism for the ongoing financial year, emphasizing a focus on overcoming industry challenges.
Frasers Group managed to achieve approximately £10 million in cost savings despite increased tax and wage expenditures. The company anticipates an adjusted pre-tax profit ranging between £550 million and £600 million for the full fiscal year.