GEN ACS
GEN ACS BEHIND THE SCENES
Through the "GEN ACS" communication line, which refers to the club's DNA, we connect the club's past, present and future and explain how Spartan DNA influences the world view, entertainment and priorities of every fan of the club. Simply put: GEN ACS makes every Spartan special.
Activities
From the communication line, we created a theme that resonated among Spartan fans, in the rival community and in society as a whole through partial communication activities.
A festive black and gold visual identity for the club was created for the anniversary season, referencing the colour of the first Spartan jerseys. It was unveiled as part of the unveiling of the new adidas jersey, which was flown over Prague in a giant helicopter. To mark the anniversary, the club also produced a special edition merchandising and published the book Nation Sparta with 130 interviews with personalities who wear GEN ACS. In addition, fans could test the presence of Spartan DNA in a personalised video or visit the Open Day at Letná on the day of the club's foundation.
Anniversary Season
Ambition, courage, respect and tradition are Spartan values that have been part of the DNA of every fan, player and official of Sparta football for 130 years. In terms of marketing and communication, it will definitely go down in history.
The entire communication campaign has had the greatest effect in building interest in home games and therefore in the commercial sphere. Sparta managed to sell out all competitive home games since the end of the 22/23 season, including the following season's title defence in the 23/24 season. By comparison, in the last 30 years Sparta has only sold out 30 league games and never two games in a row.
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Proud Lions
Introducing the new visual identity of the Czech national football team. The year-round marketing campaign "Proud Lions".
