AC Sparta Prague has officially extended its partnership to operate its fanshop at Václav Havel Airport Prague for another five years, following a remarkably successful debut phase.
Since opening in August 2024, the Terminal 2 outlet—operated in collaboration with Footballmania—has generated over CZK 24 million in revenue. The store has quickly become a cornerstone of the club’s commercial strategy, contributing approximately 10% of Sparta’s total merchandising turnover.
A Gateway to International Fans
The airport location serves as a strategic “brand discovery channel” rather than a traditional local outlet. Data shows that 83% of the shop’s customers are international visitors. This supports Sparta’s “second club” philosophy, aiming to build emotional connections with global football fans who encounter the brand during their travels.
Merchandising Momentum
The club’s retail performance is hitting record highs:
- Jersey Sales: Over 33,000 units sold last season, with 20,000 already sold mid-way through the current campaign.
- Lifestyle Pivot: The airport shop complements a wider network, including the fashion-forward “Fanbutik,” pushing Sparta merchandise into the lifestyle and everyday apparel segment.
Executive Insight
Tomáš K?ivda, CEO of AC Sparta Prague, emphasized the strategic importance of the location: “The airport is a natural environment to introduce Sparta to an international audience, creating an emotional connection that goes beyond a single purchase.”
With this five-year extension, Sparta Prague solidifies its position as a leader in Central European sports retail, leveraging high-traffic infrastructure to scale its brand globally.