Sports Direct has revealed that it will discontinue its loyalty program by the end of this month. The retailer’s membership scheme, launched last year and boasting seven million members, offers monthly prize draws, exclusive deals, and partner perks.
Effective January 31, 2026, the Sports Direct loyalty scheme will cease to exist and will be merged into Frasers Plus, a credit facility enabling customers to split payments into interest-free installments. Frasers Group, the parent company of Sports Direct, also owns brands such as 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 aims to create a unified rewards platform, simplifying the shopping experience for customers by offering rewards, exclusive offers, and flexible payment options.
Frasers Group reported a 5% increase in revenue to £2.6 billion for the first half of its financial year ending October 26. This growth was primarily driven by heightened sales at Sports Direct and luxury fashion brand Flannels, with a 3.7% year-on-year increase in premium luxury division sales.
International sales surged by almost 43% year-on-year following the acquisitions of Holdsport in South Africa and XXL in 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, emphasizing the focus on addressing industry challenges.
Over the recent period, Frasers Group achieved approximately £10 million in cost savings, offsetting increased tax and staff wage expenses. The company anticipates an adjusted pre-tax profit ranging between £550 million and £600 million for the full year.