In a significant move affecting over seven million customers, Sports Direct has announced the closure of its free loyalty scheme, Sports Direct Membership, effective January 31, 2026. The popular program offered monthly prize draws, exclusive offers, and partner benefits, but will be discontinued as part of a broader strategy to unify loyalty rewards across the Frasers Group.
From February 2026, the benefits previously available through Sports Direct Membership will transition into Frasers Plus, a Group-wide, FCA-regulated credit payment account. This new platform will not only reward customers for their purchases across the entire Frasers Group portfolio and selected partner retailers but also streamline offers and flexible payment options under one roof.
Existing Sports Direct Members will need to sign up separately to join Frasers Plus, as membership will not transfer automatically. Customers already enrolled in Frasers Plus will gain access to select benefits that were formerly exclusive to Sports Direct members.
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Sports Direct expressed gratitude to its loyal customers for their participation in the membership program and encouraged them to experience enhanced value through the upcoming Frasers Plus platform. The retailer emphasized its commitment to improving the shopping experience with a unified loyalty and rewards system starting early next year.