Sports Direct has announced the discontinuation of its loyalty program by the end of this month. The membership scheme, launched last year and currently boasting seven million members, provides monthly prize draws, exclusive offers, and partner benefits.
The Sports Direct loyalty program will officially cease on January 31, 2026, transitioning into Frasers Plus thereafter. Frasers Group, the parent company of Sports Direct, oversees the integration, offering a credit product that enables customers to split payments into interest-free instalments.
Frasers Group, which also owns House of Fraser, GAME, Evans Cycles, and Jack Wills, confirmed the merger of the loyalty schemes in a statement on the Sports Direct website. The move aims to streamline the shopping experience for customers, consolidating rewards, offers, and payment options under the Frasers Plus platform starting February 2026.
Following an increase in sales for the first half of the financial year, Frasers Group reported revenues of £2.6 billion for the six months ending October 26, marking a 5% rise from the previous year. Notably, Sports Direct and luxury brand Flannels drove the sales surge, with a 3.7% growth in the premium luxury division.
International sales witnessed a remarkable 43% year-on-year spike, attributed to strategic acquisitions in South Africa and the Nordics. Despite challenging market conditions and subdued consumer confidence, Frasers Group’s chief executive, Michael Murray, expressed optimism about the company’s performance into the 2026 financial year.
Frasers Group managed to achieve approximately £10 million in cost savings during the latest period, overcoming increased expenses from taxes and staff wages. The company projects an adjusted pre-tax profit ranging between £550 million and £600 million for the full year, underscoring its resilient financial outlook.