In cooperation with Footballmania a.s., AC Sparta Prague has become the first sports club in the Czech Republic to open a fan shop at Václav Havel Airport Prague. The grand opening of the new shop marks a significant milestone in the club’s merchandising efforts and is directly linked to the extension of its existing contract with adidas.
With a total area of 274 square metres, the new fan shop at Václav Havel Airport Prague is one of the largest sports club fan shops in the Czech Republic. The shop’s design integrates the club’s colours, reflecting Sparta’s identity, brand orientation, and its transition towards fashion and lifestyle.
The fan shop offers more than 200 products, including jerseys, scarves, caps, and a special Sparta x Prague tourist collection. Customers can also explore Sparta’s exclusive collaborations with other Czech manufacturers and brands. Additionally, visitors have the option to customize their purchased jerseys with players’ names, numbers, or special patches featuring motifs of Prague, the Czech Republic, the club, and partner adidas—all of which can be applied directly in the fan shop.
“The opening of the fan shop at Václav Havel Airport is another step towards bringing Sparta closer to a wider audience, including international markets. Current merchandising revenue is at record levels. Last season, for example, we sold more than 23,000 jerseys, which is a great success for us. We believe the new fan shop will further enhance the growth and popularity of our collections, the club, and the Sparta brand,” explains ACS Marketing Director Kamil Veselý.
The new shop is located in Terminal 2, Finger D, and can be accessed by passengers after passing through security. “I am very pleased that a traditional and respected sports brand, which represents Czech football in international competitions, is now represented at Václav Havel Airport Prague,” said Jakub Puchalský, a member of the Prague Airport Board of Directors.
adidas has played a crucial role in bringing the new fan shop to life. On the day of the opening, AC Sparta Prague announced the extension of its contract with the German sportswear manufacturer until 2031, ensuring a decade-long partnership.
The opening of a fan shop at the airport is a strategic move to introduce Sparta to international tourists. Future plans include opening a special shop near ARENA Letná, the so-called Fanlab, which will focus on the personalization of jerseys and other products, as well as expanding distribution channels into central Prague and shopping centres.
