Sports Direct has announced the discontinuation of its loyalty program by the end of this month. The program, which was launched last year and has amassed seven million members, provided monthly prize draws, exclusive offers, and partner benefits to customers.
Starting January 31, 2026, the Sports Direct loyalty scheme will be merged into Frasers Plus, a credit product enabling interest-free installment payments. Frasers Group, the parent company of Sports Direct, also owns several other brands like House of Fraser, GAME, Evans Cycles, and Jack Wills.
The integration of Sports Direct Membership into Frasers Plus will streamline the customer shopping experience, offering a unified rewards platform across the Frasers Group and select partner retailers. The move comes as part of Frasers Group’s strategy to enhance customer rewards and payment options.
Frasers Group reported a 5% increase in revenues, reaching £2.6 billion for the first half of its financial year, driven by strong sales from Sports Direct and luxury brand Flannels. International sales surged by nearly 43% year-on-year following the acquisition of Holdsport in South Africa and XXL in the Nordics.
Michael Murray, the chief executive of Frasers Group, expressed optimism despite challenging market conditions, subdued consumer confidence, and industry-wide inventory issues. The company managed to achieve around £10 million in cost savings and projects an adjusted pre-tax profit of £550-600 million for the full year.
Readers can opt-in to receive money news and top deals via the Money WhatsApp group or subscribe to the Mirror’s Money newsletter for exclusive advice and shopping deals directly to their inbox.