Sports Direct has announced the discontinuation of its loyalty program by the end of the current month. The program, which was launched last year and has garnered seven million members, offers monthly prize draws, exclusive deals, and partner benefits.
The loyalty scheme will officially end on January 31, 2026, and will be seamlessly integrated into Frasers Plus, a credit service that allows customers to split payments into interest-free instalments. Frasers Group, the parent company of Sports Direct, also owns other renowned brands such as House of Fraser, GAME, Evans Cycles, and Jack Wills.
According to a statement on the Sports Direct website, the company disclosed that the integration of Sports Direct Membership into Frasers Plus aims to create a unified rewards platform for customers across the Frasers Group portfolio and select partner retailers. This consolidation is set to simplify the shopping experience by offering a centralized destination for rewards, promotions, and flexible payment alternatives.
Frasers Group recently reported a 5% revenue increase to £2.6 billion for the first half of its financial year, ending October 26. Notably, the growth was primarily driven by heightened sales at Sports Direct and luxury fashion brand Flannels, with a 3.7% year-on-year increase in premium luxury division sales.
International sales experienced a significant surge of 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 confidence in the company’s performance and its ability to navigate industry challenges efficiently.
Frasers Group managed to achieve approximately £10 million in cost savings during the latest period, despite increased expenses related to taxes and staff wages. The company remains optimistic about achieving an adjusted pre-tax profit ranging between £550 million and £600 million for the entire fiscal year.