Sports Direct has revealed that it will discontinue its loyalty program by the end of this month. The program, which was introduced last year and has attracted seven million members, offers monthly prize draws, exclusive deals, and partner perks.
The loyalty scheme, set to end on January 31, 2026, will be integrated into Frasers Plus, a credit service that allows customers to split payments into interest-free installments. Frasers Group, the parent company of Sports Direct, also owns popular brands such as House of Fraser, GAME, Evans Cycles, and Jack Wills.
A statement on the Sports Direct website announced the transition, stating that the integration into Frasers Plus will streamline the shopping experience for customers, providing a unified platform for rewards, promotions, and flexible payment options.
Frasers Group recently reported a sales increase for 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 from the previous year. The growth was primarily fueled by strong sales from Sports Direct and luxury fashion label Flannels, with a 3.7% increase in premium luxury division sales.
International sales surged by almost 43% year-on-year, driven by the acquisitions of Holdsport in South Africa and XXL in the Nordics. Michael Murray, the chief executive of Frasers Group, expressed satisfaction with the company’s performance amidst challenging market conditions, subdued consumer confidence, and inventory pressures.
Despite facing increased promotional activities, Frasers Group managed to achieve approximately £10 million in cost savings during the period, offsetting higher tax and staff wage expenses. The company remains optimistic about achieving an adjusted pre-tax profit ranging from £550 million to £600 million for the full fiscal year.