In a significant move affecting millions of shoppers, a major UK high street retailer has announced it is scrapping its popular free loyalty programme.
Loyalty Scheme Scrapped in Major Shake-Up
Sports Direct has confirmed it will axe its Sports Direct Membership scheme, with all associated benefits set to disappear at the end of this month. The company stated the programme will officially close on 31 January 2026, following a major internal shake-up.
The decision impacts a vast number of customers, as over seven million people had signed up for the free scheme since its launch nearly a year ago. Members had enjoyed perks including monthly prize draws, exclusive offers, and various partner benefits.
Transition to Frasers Plus Platform
Instead of the standalone membership, the sports retailer is integrating its customer rewards into Frasers Plus. This is the Frasers Group's existing, FCA-regulated credit payment account. The integration is scheduled to begin from February 2026.
The company claims this move will create a "unified, Group-wide rewards platform", simplifying the shopping experience by providing a single destination for rewards, offers, and flexible payment options across the wider Frasers Group portfolio.
What Shoppers Need to Do Next
Crucially for existing members, the transition is not automatic. Sports Direct Members will not be automatically enrolled into Frasers Plus and must sign up for the new scheme separately if they wish to continue receiving rewards.
After the 31 January deadline, all benefits tied to the old Sports Direct Membership will vanish from user accounts. However, existing Frasers Plus customers will gain access to some selected benefits that were previously part of the discontinued sports membership.
In a statement, the retailer expressed gratitude to its members: "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." The chain, which has prominent stores in cities like Birmingham, described the change as the "next step" in its loyalty offering.
