Sports Direct will be discontinuing its loyalty scheme by the end of this month. The scheme, which was launched last year and has garnered seven million members, provides monthly prize draws, exclusive offers, and partner benefits to its participants.
The decision to end the Sports Direct loyalty scheme on January 31, 2026, has been confirmed. It will be merged into Frasers Plus, a credit product that enables customers to split payments into interest-free instalments. Frasers Group, the parent company of Sports Direct, also owns various other brands such as House of Fraser, GAME, Evans Cycles, and Jack Wills.
A notice on the Sports Direct website announced the integration of the loyalty scheme into Frasers Plus to create a unified rewards platform across the group. Frasers Plus, a credit payment account regulated by the Financial Conduct Authority (FCA), will reward customers for shopping within the Frasers Group portfolio and with selected partner retailers.
The integration under Frasers Plus is scheduled to take effect from February 2026, aiming to streamline the shopping experience for customers by offering a centralized destination for rewards, offers, and flexible payment options.
Frasers Group recently reported a sales increase for the first half of its financial year, with revenues reaching £2.6 billion for the six months ending on October 26, a 5% rise compared to the previous year. The growth was primarily driven by higher sales at Sports Direct and luxury brand Flannels, with the premium luxury division experiencing a 3.7% year-on-year sales increase.
International sales surged by nearly 43% year-on-year following the acquisitions of Holdsport in South Africa and XXL in the Nordics. Despite challenging market conditions and subdued consumer confidence, Michael Murray, Frasers Group’s chief executive, expressed optimism about the company’s performance in the 2026 financial year.
Frasers Group managed to achieve approximately £10 million in cost savings during the period, even with increased expenses for taxes and staff wages. The company anticipates an adjusted pre-tax profit ranging between £550 million and £600 million for the full year.