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Sports Direct to scrap loyalty scheme next week affecting 7 million customers
More than 7 million UK Sports Direct members must sign up for Frasers Plus by February 2026 to continue accessing rewards and payment benefits.
- On January 31, Sports Direct will close Sports Direct Membership, ending benefits access for more than seven million customers from February and starting integration with Frasers Plus in 2026.
- The Group said the move aims to simplify customers' shopping experience and create one Group-wide rewards platform under Frasers Plus.
- Selected benefits will move to Frasers Plus, where customers earn 1 point per £1 spent and redeem £5 for every 500 points at Sports Direct, Game, Flannels, Frasers, Jack Wills and USC.
- Existing Sports Direct members will not be automatically enrolled and must sign up separately via the website to access Frasers Plus, an FCA-regulated credit payment account.
- Launched less than a year ago, Sports Direct Membership is folding into the Group platform after a short run; Sports Direct thanked members, stating `Thank you for being part of the journey`.
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