Sports Direct is scrapping its free loyalty scheme at the end of this month, meaning around seven million customers will lose their current membership benefits.
The retailer has confirmed the scheme will close on January 31, 2026, after which all perks linked to the account will disappear.
The programme was only launched last year and quickly became popular, offering members monthly prize draws and exclusive discounts.
Sports Direct said the move is part of a wider shake-up of its rewards system and claims customers will still be able to access benefits through a new scheme.
The replacement programme will run through Frasers Plus, the group’s FCA-regulated credit account, which is set to launch next month.
Sports Direct says the change marks a major step in its digital overhaul, bringing its loyalty and rewards into one single platform.
The new system, Frasers Plus, is a credit payment account that lets customers earn rewards when they shop across Frasers Group brands and selected partner retailers.
The company says customers who move over will get better rewards, more exclusive perks and offers tailored to their shopping habits.
The scheme will cover the full Frasers Group range, including Sports Direct, Flannels and Frasers, and will also apply at 16 partner retailers.
The company says customers who move over will get better rewards, more exclusive perks and offers tailored to their shopping habits
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PAThese partners include beauty brand LookFantastic, sports nutrition firm Myprotein and electrical retailer Marks Electrical.
Through the Frasers Plus app, customers will have a single place to manage their rewards, see personalised offers and access flexible payment options.
The company has stressed that any existing credit accounts and payment arrangements will continue as normal, despite the change to the loyalty scheme.
Shoppers have also been reassured that they will not lose their current benefits, which will be carried over to the new system
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GETTYShoppers have also been reassured that they will not lose their current benefits, which will be carried over to the new system.
The move marks a “new chapter” in the company’s digital elevation, according to Frasers, as it “unifies Sports Direct membership’s loyalty and rewards offerings under Frasers Plus”.
The integration “simplifies the customer shopping experience” across Frasers’ portfolio and 16 partner retailers, “providing a single destination for rewards, personalised offers, and flexible payment options in the Frasers Plus app,” Frasers said.
Frasers Group financial services managing director David Twigg said: “This is an exciting step forward for Frasers Plus.
The move marks a “new chapter” in the company’s digital elevation
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GETTY“By integrating Frasers Group’s existing loyalty offerings under Frasers Plus, we’re building on important learnings from the past year about how our customers like to shop and streamlining the customer experience to deliver a more powerful, personalised, and cohesive rewards proposition across the full Frasers Group portfolio and partner retailers.”
He added: “This new chapter will bring engaged Frasers Plus users unparalleled flexibility and value, earning points and benefits as they spend.”