Slavia Prague sold nearly 30,000 jerseys and generated merchandise revenue well above 100 million Czech crowns in the season just ended, figures that match what the club earns annually from its two biggest commercial partners combined, CzechCrunch reported. The club has now opened a new official fanshop at Národní 43 in central Prague, expanding beyond its Eden stadium store.
The new shop, located on one of Prague’s busiest streets, occupies 81 square meters and sells jerseys, clothing and an exclusive collection not available at the stadium store. According to city data cited by CzechCrunch, more than 30,000 pedestrians pass the address daily. Slavia invested roughly 3.5 million crowns in opening and fitting out the store and expects first-year revenue slightly above 30 million crowns, the outlet reported.
Revenue Matches Top Sponsors
The merchandising milestone comes in the first complete season since Slavia took direct control of its retail operations two years ago. Marketing director Jakub Mačát told CzechCrunch that revenue in that season moved “well above the 100-million-crown threshold.” For comparison, CzechCrunch reported that betting company Fortuna and investment platform eToro, the club’s two largest partners, together bring in a similar annual amount.
Jerseys account for a large share. British brand Castore has supplied Slavia’s kits since last year, with the first collection designed by artist Pasta Oner; this season’s collection was designed by Pavel Fuksa, and the club says sales are tracking similarly to last year, according to CzechCrunch. Only Sparta Prague sells more jerseys in the Czech Republic: Sportwin reported that Sparta sold more than 34,000 in the 2025/26 season, breaking its own previous record.
Why Národní Street
Slavia considered locations in the lower part of Wenceslas Square and on Na Příkopě Street before choosing Národní, Mačát told CzechCrunch, citing street visibility, foot traffic, space size and economic terms. The club expects tourists to make up roughly half of the store’s customers, and good English was a requirement when hiring sales staff. Chairman Jaroslav Tvrdík told CzechCrunch the club wants to be closer to fans beyond the stadium and to present Slavia as one of Prague’s symbols to visitors from around the world.
The exclusive city-center line consists only of the club’s own products linking Slavia to Prague landmarks such as the Old Town Astronomical Clock and the Vltava River, and the shop also offers jersey printing, Sportwin reported. Unlike Sparta, which opened an off-stadium fanshop at Prague Airport two years ago in cooperation with merchandising specialist Footballmania, Slavia operates all three of its sales channels — the Eden store, the Národní shop and its e-shop — itself.
Slavia’s Merchandise Launches and Pickup Plans
Slavia has already listed its merchandise on Czech e-commerce platform Alza, and from mid-November customers will be able to pick up e-shop orders at the Národní store, CzechCrunch reported. Additional sales channels are planned for the start of next year, and the club expects significant revenue growth this season.
The store is rented, and from an operating standpoint Slavia expects it to be profitable practically from day one. Mačát told CzechCrunch that even in a conservative scenario the initial investment should pay back within a maximum of three years, adding that the club believes actual return will be considerably faster.
