Sports Direct has revealed that its loyalty program will be discontinued by the end of this month. The retail chain offers monthly prize giveaways, exclusive deals, and partner perks to its seven million members who joined the program that started last year. The loyalty scheme will officially end on January 31, 2026, transitioning into Frasers Plus, a credit service allowing customers to split payments into interest-free installments.
Frasers Group, the parent company of Sports Direct, as well as other brands like House of Fraser, GAME, Evans Cycles, and Jack Wills, confirmed the integration of the Sports Direct Membership into Frasers Plus. This move aims to create a unified rewards platform across the group. Frasers Plus, a Financial Conduct Authority (FCA)-regulated credit account, will reward customers for shopping within the Frasers Group and affiliated partner stores.
Following the company’s announcement, Frasers Group reported a sales increase in the first half of its financial year, with revenues hitting £2.6 billion for the six months ending on October 26, showing a 5% rise from the previous year. Notably, the growth was primarily fueled by heightened sales from Sports Direct and luxury fashion brand Flannels, with the premium luxury division experiencing a 3.7% year-on-year sales increase.
International sales also saw a remarkable surge of nearly 43% year-on-year, attributed to the acquisitions of Holdsport in South Africa and XXL in the Nordics. Frasers Group’s chief executive, Michael Murray, expressed optimism about the company’s performance despite challenging market conditions and subdued consumer confidence. He highlighted the firm’s focus on addressing industry challenges proactively.
Despite facing increased promotional activity and inventory challenges, Frasers Group managed to achieve approximately £10 million in cost savings during the recent period. The company remains confident in its projected adjusted pre-tax profit range of £550 million to £600 million for the full year.