Sports Direct has revealed that it will discontinue its loyalty program by the end of this month. The 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, as Sports Direct integrates it into Frasers Plus. Frasers Group, the parent company of Sports Direct, also owns various other brands such as House of Fraser, GAME, Evans Cycles, and Jack Wills.
The company stated on its website that they are merging Sports Direct Membership into Frasers Plus to create a comprehensive rewards platform. Frasers Plus, an FCA-regulated credit payment account, will offer rewards for customer purchases across the Frasers Group and select partner retailers.
Following an increase in sales, Frasers Group reported revenues of £2.6 billion for the first half of the financial year ending on October 26. Notably, sales for Sports Direct and luxury fashion brand Flannels contributed to this growth, with the premium luxury division experiencing a 3.7% year-on-year increase.
International sales saw a significant surge of nearly 43% year-on-year due to the acquisitions of Holdsport in South Africa and XXL in the Nordics. Despite challenges in the market, Frasers Group’s chief executive, Michael Murray, expressed optimism for the future while emphasizing the company’s focus on addressing industry challenges.
Frasers Group managed to achieve approximately £10 million in cost savings in the recent period, despite facing higher tax and wage expenses. The company anticipates an adjusted pre-tax profit ranging between £550 million and £600 million for the full year.
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