Sports Direct is set to scrap its loyalty scheme next week, impacting more than seven million customers across the UK.
Sports Direct Membership launched less than a year ago, offering members:
- Monthly prize draws
- Exclusive offers
- Partner benefits
- And more...
Sports Direct to scrap loyalty scheme
Now, Sports Direct has announced it will be "updating" its customer loyalty scheme, integrating it into Frasers Plus, to create "one unified, Group-wide rewards platform".
The sports retailer explained: "Frasers Plus is our Group's FCA-regulated credit payment account that rewards customers every time they shop across the Frasers Group portfolio and select partner retailers.
"The integration under Frasers Plus, which will take place from February 2026 will simplify customers shopping experience, providing a single destination for rewards, offers and flexible payment options."
How Sports Direct Membership users will be impacted
Sports Direct Membership will officially close on January 31, meaning from February, benefits will no longer be available to members via their account.
Selected benefits previously available within Sports Direct Membership will be made available on Frasers Plus.
Existing Sports Direct members will not be automatically enrolled into Frasers Plus, so will need to sign up separately via the website.
Sports Direct added: "Thank you for being part of the journey
"We’re incredibly grateful to everyone who’s been part of Sports Direct Membership so far.
"We hope you’ll join us as we move into this next chapter and enjoy even more value through Frasers Plus."
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How does Frasers Plus work?
Through Frasers Plus, you earn points every time you shop, with 1 point for every £1 you spend.
You then convert your points into rewards, £5 for every 500 points, which can be used at retailers across the UK, including:
- Sports Direct
- Game
- Flannels
- Frasers
- Jack Wills
- USC
These rewards can be used in-store or online.
Are you a Sports Direct member affected by this change? Let us know in the poll above or the comments below.
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