What: Frasers Group plans international expansion of Sports Direct Membership scheme while developing unified loyalty program across brands and launching retail media network Elevate.

Why it is important: The initiative demonstrates the evolution of retail loyalty programs from simple reward schemes to comprehensive platforms that drive both customer engagement and advertising revenue.

Frasers Group is expanding its successful Sports Direct Membership program internationally while developing a unified loyalty scheme across its retail portfolio. The current program, which has attracted 5 million members, offers personalized benefits including discounted gym memberships and exclusive brand partner activations. The company plans to extend this model to other brands, including Flannels and Frasers, within the next 12 months, while also targeting major European markets. The loyalty scheme's success has prompted exploration of a unified membership program that would reward customers across all Frasers Group retailers through tiered benefits and unlockable rewards. This development coincides with the launch of Elevate, the group's retail media network, which leverages first-party data to deliver personalized advertising across physical and digital touchpoints, including Flannels, Frasers, and Sports Direct sites.

IADS Notes: Frasers Group's loyalty program expansion reflects its broader transformation into an integrated retail ecosystem. According to Fashion Network's May 2025 coverage , the launch of Elevate retail media network demonstrates the company's sophisticated approach to leveraging first-party data across 750+ UK stores and digital platforms, creating new revenue streams while enhancing personalization. Retail Week's February 2025 analysis  showed how strategic partnerships, like the GMG collaboration for 50 new stores, provide platforms for loyalty program expansion into international markets. Retail Gazette's December 2024 report  revealed how investments in initiatives like Frasers Plus, despite contributing to an 8.3% revenue decline to £2.54 billion, represent crucial steps in building a unified customer engagement platform. Inside Retail's March 2025 coverage  highlighted how the planned opening of 350 Sports Direct stores across Southeast Asia and India provides opportunities to scale loyalty initiatives globally. The integration of Sports Direct's 5 million members into a broader group ecosystem demonstrates Frasers' ambition to create a comprehensive retail and loyalty platform spanning multiple brands and markets.

Frasers Group reveals details of loyalty schemes rollout