AC Sparta Prague Extends Airport Retail Strategy Following Strong Merchandising Performance.

Roger Hampel

Image: AC Sparta Prague

AC Sparta Prague has renewed its agreement to operate an official club fanshop at Václav Havel Airport Prague, extending the partnership for at least five additional years. The renewal follows strong commercial performance since the store’s opening in August 2024 and confirms airport retail as a core component of the club’s merchandising strategy.

The store, located in Terminal 2 and operated by Footballmania, has generated more than CZK 24 million in revenue to date, positioning it among the most successful club retail outlets in the Czech market.

Airport Retail as International Fan Acquisition Channel AC Sparta Prague

More than 83% of customers at the airport fanshop are international visitors, underlining the role of airport retail as a point of first contact between the club and foreign audiences. For Sparta Prague, the store functions less as a traditional fan outlet and more as a brand discovery channel targeting travelling supporters who may not have an existing connection to the club.

This model aligns with the concept of the “second club”, where international football fans maintain emotional ties to local clubs encountered through travel, lifestyle or cultural proximity rather than competitive allegiance.

Contribution to Overall Merchandising Performance

The airport store currently accounts for approximately 10% of Sparta Prague’s total official merchandising revenue, a significant share given the limited physical footprint of the outlet. The performance supports a broader retail strategy that prioritises high-traffic locations over purely local fan concentration.

Sparta sold more than 33,000 jerseys last season and has already exceeded 20,000 units midway through the current campaign. Jerseys remain the top-selling product category at the airport location, benefiting from international demand and on-site personalisation services.

Retail Network Expansion and Product Strategy

The airport fanshop is part of a wider retail ecosystem that now includes four official stores: the airport outlet, the main club store, a dedicated personalisation-focused Fanlab, and a recently opened Fanbutik positioned toward lifestyle and fashion-driven retail.

Limited-edition releases, including a third kit developed in collaboration with Footshop, have contributed to expanding the club’s reach beyond traditional supporters and into fashion-oriented consumer segments. Airport retail provides a natural environment for this crossover, where football merchandise increasingly functions as everyday apparel rather than purely symbolic fanwear.

Executive Comments

Tomáš Křivda, CEO of AC Sparta Prague, said:

“We work with the idea that many football fans have one main club, but also develop relationships with other brands across different countries. The airport is a natural place to introduce Sparta to an international audience and create an emotional connection that goes beyond a single purchase.”

Vojtěch Šišma, Chairman of Footballmania a.s., added:

“The airport fanshop now represents around 10% of Sparta’s official merchandising turnover. From the first months, it was clear that the project was delivering both brand and economic results. The renewal confirms that the concept is sustainable and scalable.”

A representative of Prague Airport noted that the Sparta fanshop has become a strong part of the non-aviation retail offer, combining national sporting identity with international passenger traffic.