Sports Direct is set to discontinue its loyalty program by the end of this month. The program, which started last year and has amassed seven million members, offers monthly prize draws, exclusive deals, and partner benefits to its members.
The loyalty scheme will officially end on January 31, 2026, and will be merged into Frasers Plus, a credit service allowing customers to divide payments into interest-free installments. Frasers Group, the parent company of Sports Direct, along with other brands like House of Fraser, GAME, Evans Cycles, and Jack Wills, owns the Frasers Plus platform.
In a statement on the Sports Direct website, the company revealed that the integration into Frasers Plus aims to streamline the customer experience by providing a unified rewards platform for the entire group and its partner retailers. The transition is scheduled to take place from February 2026.
Frasers Group recently reported a sales increase in the first half of the financial year, with revenues reaching £2.6 billion for the six months up to October 26, marking a 5% growth from the previous year. Notably, the sales surge was largely driven by Sports Direct and luxury fashion brand Flannels, with the premium luxury division experiencing a 3.7% annual growth.
International sales also saw a significant uptick, rising by nearly 43% year-on-year, following the acquisitions of Holdsport in South Africa and XXL in the Nordics. Despite challenges in the market, Frasers Group’s chief executive, Michael Murray, expressed confidence in the company’s performance for the 2026 financial year and reiterated the focus on overcoming industry challenges.
The company managed to achieve approximately £10 million in cost savings during the recent period, even with increased tax and wage expenses. Frasers Group anticipates an adjusted pre-tax profit within the range of £550 million to £600 million for the full year.