Sports Direct will discontinue its loyalty scheme by the end of the current month. The program, launched last year, provides monthly prize draws, exclusive offers, and partner benefits to its seven million members. The loyalty scheme will merge into Frasers Plus, a credit product enabling interest-free installment payments, effective January 31, 2026.
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 Sports Direct Membership into Frasers Plus. This unified rewards platform simplifies the shopping experience for customers, offering rewards, promotions, and flexible payment options across the Frasers Group portfolio and select partner retailers.
Following an increase in sales for the first half of the fiscal year, Frasers Group reported revenues of £2.6 billion for the six months ending October 26, reflecting a 5% rise compared to the previous year. 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 sales increase.
International sales witnessed a significant surge of nearly 43% year-on-year, attributed to the acquisitions of Holdsport in South Africa and XXL in the Nordics. Despite challenging market conditions and subdued consumer confidence, Frasers Group’s chief executive, Michael Murray, expressed optimism for the remainder of the 2026 financial year, emphasizing a focused approach to address industry challenges.
Frasers Group achieved approximately £10 million in cost savings during the latest period, offsetting increased expenses related to taxes and staff wages. The company anticipates an adjusted pre-tax profit ranging between £550 million and £600 million for the full fiscal year.