Sports Direct will be discontinuing its loyalty program by the end of this month. The program, which was introduced last year and has attracted seven million members, offers monthly prize draws, exclusive deals, and partner perks.
As of January 31, 2026, the Sports Direct loyalty scheme will be phased out and merged into Frasers Plus, a credit service allowing customers to split payments into interest-free installments. Frasers Group, the parent company of Sports Direct, as well as other brands like House of Fraser, GAME, Evans Cycles, and Jack Wills, will oversee this transition.
In an announcement on the Sports Direct website, the company stated that the integration into Frasers Plus will streamline the shopping experience for customers by providing a unified rewards platform. Frasers Plus, a regulated credit payment account, will reward shoppers for purchases made across the Frasers Group and selected partner retailers.
Meanwhile, Frasers Group reported a 5% increase in revenue for the first half of the financial year, totaling £2.6 billion. Sales growth was primarily attributed to strong performances from Sports Direct and luxury brand Flannels. International sales surged by nearly 43% due to acquisitions in South Africa and the Nordics.
Michael Murray, the CEO of Frasers Group, acknowledged the challenging market conditions but expressed confidence in the company’s strategic approach. Despite higher expenses for taxes and employee wages, Frasers Group managed to achieve £10 million in cost savings. The company anticipates an adjusted pre-tax profit of £550 million to £600 million for the full fiscal year.
