Sports Direct has confirmed it will shut down its standalone customer loyalty programme at the end of this month, affecting millions of members. The scheme, which offered monthly prize draws and exclusive discounts, will be fully integrated into the parent company's broader Frasers Plus platform.
End of an Era for Sports Direct Members
The sports retail giant announced that its dedicated membership scheme will cease to exist after January 31, 2026. Launched just last year, the programme rapidly gained traction, amassing an impressive seven million members who enjoyed perks like partner benefits and special offers.
From February 2026 onwards, these rewards will be folded into Frasers Plus. This move marks a significant shift in the group's customer engagement strategy, consolidating multiple loyalty initiatives under one umbrella.
What is Frasers Plus?
Frasers Plus is not merely a loyalty scheme; it is a Financial Conduct Authority (FCA)-regulated credit payment account. The platform allows customers to split payments for purchases across the Frasers Group's portfolio into interest-free instalments, while also earning rewards.
In an official notice, the company stated the integration aims to "simplify customers shopping experience, providing a single destination for rewards, offers and flexible payment options" across all its brands. These brands include House of Fraser, GAME, Evans Cycles, and Jack Wills, in addition to Sports Direct.
Strategic Shift Amid Strong Financial Performance
This consolidation comes as Frasers Group reports robust financial health. For the six months leading to October 26, the group saw revenues hit £2.6 billion, a 5% increase year-on-year.
Key drivers of this growth were:
- Rising sales at Sports Direct and the luxury brand Flannels.
- A 3.7% year-on-year increase in its premium luxury division.
- International sales soaring by nearly 43%, bolstered by acquisitions like Holdsport in South Africa and XXL in the Nordics.
Despite what CEO Michael Murray called "tough" market conditions and subdued consumer confidence, the group achieved around £10 million in cost savings in the last period. Frasers Group maintains its full-year forecast for an adjusted pre-tax profit between £550 million and £600 million.
The decision to merge the Sports Direct loyalty scheme appears to be a strategic play to create a more powerful, unified customer ecosystem under the Frasers Plus brand, leveraging its credit functionality to drive sales and loyalty across its entire retail empire.
