Sports Direct has announced the discontinuation of its loyalty scheme by the end of this month. The sports retailer introduced the membership scheme last year, which currently boasts seven million members and offers monthly prize draws, exclusive deals, and partner benefits.
The loyalty scheme, operated by Frasers Group, Sports Direct’s parent company, will be integrated into Frasers Plus, a credit facility enabling customers to split payments into interest-free installments. Frasers Group, in addition to Sports Direct, owns several other brands like House of Fraser, GAME, Evans Cycles, and Jack Wills.
The company stated on its website that the integration under Frasers Plus will merge both loyalty platforms, simplifying the shopping experience by offering rewards, promotions, and flexible payment options through a single channel. The transition to Frasers Plus is scheduled to take place from February 2026.
Frasers Group recently reported a 5% increase in revenues, totaling £2.6 billion for the first half of its financial year, attributed to the growth in sales from Sports Direct and luxury fashion brand Flannels. International sales also surged by almost 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 for the remainder of the financial year. The company has managed to achieve approximately £10 million in cost savings and anticipates an adjusted pre-tax profit between £550 million and £600 million for the full year.