Sports Direct has announced the discontinuation of its loyalty program by the end of this month. The sports retailer introduced the membership scheme last year, attracting seven million members with monthly prize draws, exclusive offers, and partner benefits. The loyalty scheme will officially end on January 31, 2026, transitioning into Frasers Plus, a credit product allowing interest-free payment splits.
Frasers Group, the parent company of Sports Direct, along with other brands like House of Fraser, GAME, Evans Cycles, and Jack Wills, will integrate the loyalty scheme under Frasers Plus. Customers will benefit from a unified rewards platform across the Group’s portfolio and select partner retailers. This change aims to simplify the shopping experience post the February 2026 integration.
The decision follows an impressive sales performance by Frasers Group in the first half of the financial year, reporting revenues of £2.6 billion for the six months ending October 26, reflecting a 5% increase over the previous year. Notably, Sports Direct and luxury brand Flannels drove sales growth, 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, attributed to 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 strategies to address industry challenges.
Frasers Group managed to achieve approximately £10 million in cost savings while facing higher tax and wage expenses. The company remains optimistic about achieving an adjusted pre-tax profit ranging between £550 million and £600 million for the full year.