Sports Direct has revealed that its loyalty program will be discontinued by the end of this month. The retailer introduced the membership scheme last year, attracting seven million members, offering monthly draws, exclusive deals, and partner perks.
The decision to end the Sports Direct loyalty scheme on January 31, 2026, has been confirmed, as it will be integrated into Frasers Plus, a credit product that allows customers to split payments into interest-free installments. Frasers Group, the parent company of Sports Direct, also owns various other brands such as House of Fraser, GAME, Evans Cycles, and Jack Wills.
The company stated on the Sports Direct website that the integration into Frasers Plus will streamline the shopping experience for customers, providing a unified platform for rewards, promotions, and flexible payment choices. Frasers Plus is an FCA-regulated credit payment account that offers rewards for purchases made across the Frasers Group portfolio and select partner retailers.
Following a successful first half of the financial year, Frasers Group reported a revenue increase to £2.6 billion for the six months ending on October 26, marking a 5% rise from the previous year. Sales growth was primarily attributed to Sports Direct and the luxury brand Flannels, with the premium luxury division experiencing a 3.7% year-on-year increase.
International sales saw a significant surge of nearly 43% year-on-year, driven by the acquisitions of Holdsport in South Africa and XXL in the Nordics. Despite challenging market conditions and subdued consumer confidence, Frasers Group’s chief executive, Michael Murray, expressed confidence in the company’s performance going forward.
Cost-saving measures totaling around £10 million were implemented during the latest period, offsetting increased expenses related to taxes and staff wages. Frasers Group maintains its outlook for an adjusted pre-tax profit between £550 million and £600 million for the full year.