Sports Direct is set to discontinue its loyalty scheme by the end of this month. The program, which began last year and has amassed seven million members, offers monthly prize draws, exclusive deals, and partner perks to its customers.
The company has confirmed that the Sports Direct loyalty scheme will cease on January 31, 2026, and will be merged into Frasers Plus, a credit service allowing customers to split payments into interest-free installments. Frasers Group, the parent company of Sports Direct, also owns various other 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 streamline the customer experience by providing a unified rewards platform. Frasers Plus is a credit payment account regulated by the Financial Conduct Authority (FCA) that rewards shoppers across the Frasers Group portfolio and selected partner retailers.
Following a successful first half of the financial year, where revenues reached £2.6 billion, up 5% from the previous year, Frasers Group saw growth in sales for Sports Direct and luxury brand Flannels. International sales surged by nearly 43% year-on-year after acquiring Holdsport in South Africa and XXL in the Nordics.
Michael Murray, the CEO of Frasers Group, commented on the company’s solid performance in the face of challenging market conditions, subdued consumer confidence, and industry inventory pressures. Despite increased promotional activities, the focus remains on addressing these challenges proactively.
Frasers Group managed to achieve approximately £10 million in cost savings during the latest period, despite higher tax and staff wage expenses. The company anticipates an adjusted pre-tax profit ranging between £550 million and £600 million for the full year.
