AC Sparta Praha and Plzeňský Prazdroj have entered a long-term partnership beginning with the new league season on July 1. The deal replaces the previous supplier, Staropramen, and introduces Velkopopovický Kozel 10° as the primary beer served at Epet Arena. According to Sparta general director Tomáš Křivda, the collaboration includes plans for stadium upgrades and fan activations beyond the venue.
How will the fan experience at Epet Arena change?
Plzeňský Prazdroj plans to increase the number of beer tanks and total service points throughout the stadium. Fans will have access to approximately 36 points of sale for draught beer. Of these, 14 will feature tank technology, an increase of four compared to the previous setup. According to Vojtěch Homolka, the brewery’s head trade brewer, the facility has installed higher-capacity coolers to manage the surge in demand during pre-match periods and halftime.
To reduce wait times, the club is implementing wider beer piping to ensure faster flow. The venue will also introduce “beer points”—dedicated kiosks focusing exclusively on beer and Birell Pomelo & Grep. These infrastructure changes aim to address long-standing fan complaints regarding queues, according to internal club assessments.
The new “Kozlovna” restaurant will replace the existing VIP Club space at the stadium. It is set to be the only location in the Czech Republic offering a direct view of Prague Castle, serving both as a public space and a venue for corporate events.
Why was Velkopopovický Kozel selected?
Sparta’s decision to partner with the Prazdroj brand followed research conducted by the agency Ipsos. The data indicated that Velkopopovický Kozel is the second most popular beer brand in Prague and the Central Bohemian region, which serves as the primary catchment area for the club’s home fan base. Ladislav Kolář, sponsorship manager at Prazdroj, noted that the brand’s historical connection to Prague—through its founder, František Ringhoffer—aligns with the club’s tradition.
What are the financial terms of the deal?
Neither AC Sparta Praha nor Plzeňský Prazdroj have disclosed the financial parameters of the partnership. Furthermore, representatives have not commented on potential changes to the price of a pint for consumers. While the club confirmed the partnership will span multiple years, the specific commercial value remains confidential.
Pro Tips for Match Day
- Look for the tanks: Tank beer will be available in all sectors, including those reserved for home and visiting supporters.
- Check the kiosks: Use the newly designated beer points to avoid mixed-service queues when buying only beverages.
Frequently Asked Questions
When does the partnership officially start?
The contract takes effect on July 1, coinciding with the start of the new league season.
Will Staropramen still be available?
No. Staropramen 10 was the supplier for the 2025/2026 season, but it has been replaced by the Prazdroj portfolio for the upcoming term.
What is the benefit of the new beer piping?
According to Vojtěch Homolka, the increased pipe diameter allows for a faster flow of liquid, which is intended to shorten the time fans spend waiting in line.
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