Sports Direct has revealed that its loyalty program will be discontinued by the end of this month. The sports retailer introduced this membership scheme last year, which has now garnered seven million members, offering them monthly prize draws, exclusive deals, and partner benefits.
The company confirmed that the Sports Direct loyalty scheme will cease to exist on January 31, 2026, and will be merged into Frasers Plus. Frasers Group, the parent company of Sports Direct, also owns various other brands like House of Fraser, GAME, Evans Cycles, and Jack Wills.
In an update posted on the Sports Direct website, the company stated the integration of Sports Direct Membership into Frasers Plus, a credit product allowing customers to split payments into interest-free installments. This move aims to streamline the shopping experience for customers by offering a consolidated platform for rewards, promotions, and flexible payment options.
Frasers Group reported a sales increase in the first half of the financial year, with revenues reaching £2.6 billion for the six months ending on October 26, marking a 5% rise compared to the previous year. The growth was primarily fueled by heightened sales from Sports Direct and luxury brand Flannels, with the premium luxury division experiencing a 3.7% year-on-year increase in sales.
International sales surged by 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, the chief executive of Frasers Group, expressed optimism about the company’s performance in the 2026 financial year and its ability to address industry challenges effectively.
Frasers Group managed to achieve approximately £10 million in cost savings during the recent period, notwithstanding increased expenses related to taxes and staff wages. The company anticipates an adjusted pre-tax profit ranging from £550 million to £600 million for the full fiscal year.