Frasers Group unifies Sports Direct Membership and Frasers Plus to offer ‘even greater rewards’
Frasers Group has announced that from February 2026 it is unifying Sports Direct Membership's loyalty and rewards offerings under Frasers Plus.
Frasers Plus is the group’s FCA-regulated credit payment account that rewards customers every time they shop across the Frasers Group portfolio and partner retailers.
By creating one, unified rewards platform, Frasers Plus users will gain access to even greater rewards with more exclusive benefits and personalised offers.
The integration simplifies the customer shopping experience across the group’s portfolio, incorporating Sports Direct, Flannels and Frasers, as well as 16 partner retailers including Lookfantastic, Myprotein and Marks Electrical, providing a single destination for rewards, personalised offers and flexible payment options in the Frasers Plus app.
David Twigg, Managing Director of Frasers Group Financial Services, 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.”
Existing Sports Direct members will not be automatically enrolled in Frasers Plus. Customers interested in joining Frasers Plus and accessing the extended rewards scheme will need to apply and meet relevant criteria.
Sports Direct customers who choose not to join Frasers Plus will continue to receive ongoing offers in-store and online.
