Sparta Prague and Adidas Extend Technical Partnership Through 2031.

Roger Hampel

Image: Sparta Prague

AC Sparta Praha has announced the renewal and expansion of its long-standing partnership with Adidas, extending the agreement until 2031. The Czech club confirmed the new contract—which officially came into effect this summer—reflects a significant upgrade in scope and benefits for both sides.

Strengthening a Decade-Long Alliance Sparta Prague Adidas

Adidas has served as Sparta Prague’s technical partner for several years, supplying kits and equipment for the club's men's, women's, and youth teams. The extended partnership now includes expanded merchandising opportunities and deeper commercial collaboration.

"The demands for quality and quantity of equipment for our teams and supporters are increasing," said Sparta Prague CEO Tomáš Křivda."This upgraded partnership with Adidas will bring many innovations over the coming years, not just in our internal operations but also in the merchandise we offer to fans."

One of the first visible results of the enhanced collaboration is a newly released third kit, co-designed with Adidas and the fashion retailer Footshop, introduced earlier this month.

Commercial Growth Unlocks Global Recognition

The deal renewal comes on the back of improved commercial performance metrics since the original Adidas contract began. Sparta has reported strong growth in merchandise sales, digital engagement, and television viewership—key indicators that contributed to Adidas elevating the club’s standing within its global sponsorship hierarchy.

"We compared commercial data from before and after our Adidas agreement," added Eva Šťastná, Head of Partner Relations at Sparta Prague."Growth in merchandise sales, social media reach, and Sparta iD user base, as well as leading domestic TV viewership, all helped position us more prominently within Adidas’ global club portfolio."