Sports Direct has disclosed the termination of its loyalty program by the end of this month. The retailer introduced the membership scheme last year, attracting seven million members with monthly prize draws, exclusive offers, and partner benefits. Effective January 31, 2026, the Sports Direct loyalty program will merge into Frasers Plus, a credit product allowing interest-free payment splits.
Frasers Group, the parent company of Sports Direct, also owns House of Fraser, GAME, Evans Cycles, and Jack Wills. The announcement on the Sports Direct website stated the integration of Sports Direct Membership into Frasers Plus to establish a unified rewards platform for the group. Frasers Plus, an FCA-regulated credit payment account, will reward customers for shopping within the Frasers Group and partner retailers.
Following a sales increase in the first half of the financial year, Frasers Group reported revenues of £2.6 billion for the six months ending October 26, up by 5% from the previous year. Notably, sales growth was driven by Sports Direct and luxury brand Flannels, with the premium luxury division experiencing a 3.7% year-on-year increase. International sales surged by nearly 43% year-on-year, attributed to acquisitions in South Africa and the Nordics.
Michael Murray, Frasers Group’s chief executive, expressed satisfaction with the company’s performance despite challenging market conditions and subdued consumer confidence. Cost savings of approximately £10 million were achieved in the latest period, although increased tax and staff wage expenses were noted. Frasers Group anticipates an adjusted pre-tax profit ranging between £550 million and £600 million for the full fiscal year.