Sports Direct has revealed that its loyalty program will be discontinued by the end of this month. The retail giant introduced the membership scheme last year, which currently boasts seven million members and offers monthly prize draws, exclusive deals, and partner perks.
The company confirmed that the Sports Direct loyalty initiative will cease on January 31, 2026, and will be merged into Frasers Plus. Frasers Group, the parent company of Sports Direct, also owns various other 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 the Sports Direct Membership into Frasers Plus will create a unified rewards platform. Frasers Plus, a regulated credit payment account, will allow customers to split payments into interest-free installments and earn rewards across all Frasers Group brands and select partner retailers.
Following an increase in sales for the first half of its financial year, Frasers Group reported revenues of £2.6 billion for the six months leading up to October 26, marking a 5% rise compared to the previous year. Sales growth was primarily attributed to the performance of Sports Direct and luxury brand Flannels, with the premium luxury division seeing a 3.7% year-on-year increase.
International sales experienced a significant surge of nearly 43% year-on-year, largely due to the acquisitions of Holdsport in South Africa and XXL in the Nordics. Frasers Group CEO, Michael Murray, expressed optimism about the company’s performance despite challenging market conditions and emphasized their focus on addressing industry challenges.
Despite facing increased costs for taxes and staff wages, Frasers Group managed to achieve approximately £10 million in cost savings during the recent period. The company remains optimistic about its financial outlook, aiming for an adjusted pre-tax profit ranging between £550 million and £600 million for the full year.