Sports Direct will discontinue its loyalty program by the end of this month. The retailer introduced the membership scheme last year, attracting seven million members with monthly prize draws, exclusive offers, and partner benefits.
The loyalty scheme will officially end on January 31, 2026, transitioning into Frasers Plus, a credit product enabling interest-free installment payments. Frasers Group, Sports Direct’s parent company, oversees various brands like House of Fraser, GAME, Evans Cycles, and Jack Wills.
The company announced the integration of Sports Direct Membership into Frasers Plus on its website, emphasizing a unified rewards platform under Frasers Plus, simplifying the shopping experience with consolidated rewards, offers, and payment options for customers.
The move comes following Frasers Group’s positive sales performance, with revenues reaching £2.6 billion in the first half of the financial year, a 5% increase compared to the previous year. Sales growth was notable in Sports Direct and luxury brand Flannels, while international sales surged by nearly 43% year-on-year due to acquisitions in South Africa and the Nordics.
Michael Murray, Frasers Group’s CEO, expressed satisfaction with the solid start to the financial year amid challenging market conditions and subdued consumer confidence. Despite increased promotional activity and industry challenges, the company remains cautious but focused on addressing these obstacles.
Frasers Group reported cost savings of around £10 million despite higher tax and wage expenses. The company anticipates an adjusted pre-tax profit ranging between £550 million and £600 million for the full year.
