The sports retailer offers monthly prize draws, exclusive offers and partner benefits through its membership scheme, which launched last year and now has seven million members
Sports Direct has announced its loyalty scheme will be axed at the end of this month.
The sports retailer offers monthly prize draws, exclusive offers and partner benefits through its membership scheme, which launched last year and now has seven million members.
But it has now been confirmed that the Sports Direct loyalty scheme will end on January 31, 2026. After this date, it will become integrated into Frasers Plus, which is a credit product that lets you split payments into interest-free instalments.
Frasers Group is the parent company of Sports Direct and it also owns other brands including House of Fraser, GAME, Evans Cycles and Jack Wills.
In a notice on the Sports Direct website, the company said: “We announce an update to our customer loyalty offering, integrating Sports Direct Membership into Frasers Plus, to create one unified, Group-wide rewards platform.
“Frasers Plus is our Group’s FCA-regulated credit payment account that rewards customers every time they shop across the Frasers Group portfolio and select partner retailers.
“The integration under Frasers Plus, which will take place from February 2026 will simplify customers shopping experience, providing a single destination for rewards, offers and flexible payment options.”
It comes after Frasers Group reported an increase in sales for the first half of its financial year, with its revenues reported at £2.6billion for the six months to October 26, up by 5% compared with the previous year.
This was driven by rising sales for Sports Direct and luxury fashion brand Flannels. Sales for its premium luxury division grew by 3.7% year-on-year.
International sales soared by nearly 43% year-on-year following the acquisition of brands Holdsport in South Africa and XXL in the Nordics.
Michael Murray, Frasers Group’s chief executive, said: “We’ve made a solid start to FY26 (the 2026 financial year) even though market conditions are tough, consumer confidence is very subdued and excess inventory continues to weigh on the industry, leading to increased promotional activity.
“While we remain cautious into the second half, our focus is unwavering as we confront these challenges head on,” he added.
Frasers said it managed to make about £10million worth of cost savings over the latest period, despite a bigger bill for taxes and staff wages.
It is still expecting to make an adjusted pre-tax profit of between £550 million and £600 million for the full year.
