Frasers Group has pulled its Sports Direct Membership after just 12 months as it integrates the programme into its Frasers Plus offer.
The retail giant said it would be updating its customer loyalty offering next month to create “one unified rewards platform” that can be accessed across its portfolio of brands and 16 retail partners.
It said the integration will allow users to gain access to greater rewards, exclusive benefits and offers, as well as flexible payment options.
Sports Direct launched its benefit-based membership scheme in February 2025, offering customers benefits and personalised offers the more they shopped with the retailer.
Frasers said existing members will not be automatically enrolled in Frasers Plus and will need to sign up separately.
The group’s financial services managing director David Twigg said: “This is an exciting step forward for Frasers Plus. 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.
“This new chapter will bring engaged Frasers Plus users unparalleled flexibility and value, earning points and benefits as they spend.”
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