Sports Direct will discontinue its loyalty program by the end of this month. The program, which started last year and currently boasts seven million members, provides monthly prize draws, exclusive offers, and partner benefits to 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 enabling customers to split payments into interest-free installments. Frasers Group, the parent company of Sports Direct, also owns brands like House of Fraser, GAME, Evans Cycles, and Jack Wills.
According to an announcement on the Sports Direct website, the integration of Sports Direct Membership into Frasers Plus will create a unified rewards platform across the entire group. Frasers Plus, an FCA-regulated credit payment account, rewards customers for shopping within the Frasers Group and select partner retailers.
The move to Frasers Plus is set to streamline the shopping experience for customers, offering a consolidated platform for rewards, promotions, and flexible payment choices. The transition is scheduled to take effect from February 2026.
Frasers Group recently reported a 5% increase in revenues, reaching £2.6 billion for the six months ending October 26, driven by strong sales from Sports Direct and luxury brand Flannels. International sales surged by nearly 43% year-on-year following acquisitions in South Africa and the Nordics.
Despite challenging market conditions, Frasers Group’s chief executive, Michael Murray, expressed confidence in the company’s performance for the 2026 financial year. Cost-saving measures totaling around £10 million were implemented, contributing to the expectation of an adjusted pre-tax profit between £550 million and £600 million for the full year.