Sports Direct has disclosed that its loyalty program will be discontinued by the end of this month. The sports retailer introduced this membership scheme last year, attracting seven million members with monthly prize draws, exclusive offers, and partner benefits.
The company has officially stated that the Sports Direct loyalty scheme will cease on January 31, 2026. Moving forward, it will be merged into Frasers Plus, a credit product enabling 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, made this decision. According to a notice on the Sports Direct website, the integration into Frasers Plus aims to streamline the shopping experience by providing a unified platform for rewards, offers, and payment flexibility.
Frasers Group recently reported a 5% increase in revenue, reaching £2.6 billion for the first half of its financial year, fueled by strong performances from Sports Direct and luxury brand Flannels. International sales surged by almost 43% year-on-year following acquisitions in South Africa and the Nordics.
Michael Murray, the chief executive of Frasers Group, expressed optimism about the company’s performance despite challenging market conditions. Cost-saving initiatives resulted in approximately £10 million in savings, with expectations of an adjusted pre-tax profit ranging between £550 million and £600 million for the full year.