Fan experience

HC Sparta Prague

Since 2019, we have been closely collaborating with the most famous hockey club in the Czech Republic, and together we are pushing the level of the match show in the O2 Arena to world-class standards.


HC Sparta Prague


from 2019

Our services

Concept, arena graphics, visuals, fan experience

The New Era

Hockey Sparta is among the most successful hockey clubs in the Czech Republic and one of the most iconic European brands in general. The move to Prague’s O2 Arena meant entirely new possibilities for Sparta, and our task is to bring innovations annually that utilize the potential of the facilities to the maximum and entertain hundreds of thousands of fans throughout the entire season.

At Go4Gold, we work to deliver our vision of matchday entertainment and digital communication style. Our modern approach to audiovisual content aims to entertain fans at the level of overseas competitions and maximize their experience both in the arena and beyond.

We created the “arena graphics” set, a package of graphics, animations, and videos for home games, to stand above seasonal campaigns and remain current for several years. We developed the Spartan visual into two dimensions – brand flat animations and 3D neon creatives.


Our videos regularly win competitions for the best promotional clips.


Last year, we won an award for the Aftermovie of the #HOLD2023 event (1st place) and for the seasonal Intro of HCS (2nd place). Check it ot.

The entire system was designed to represent the philosophy of the Spartan identity - UNSTOPPABLE.

HC Sparta Media Day

In the process of creating new visuals, the unique “HCS Media Day” takes place before each season. During this one day, we shoot all the content that will appear on the “jumbo” screen in the O2 Arena throughout the season. Not only players and the coaching staff appear in front of our cameras, but also cheerleaders and mascots. The outputs then include, for example, player cards, cheering animations, shots for the intro video, or videos for special projects of HC Sparta.

Sparta Backstage

In the 2020/21 season, we produced an unique project called “Sparta Backstage.” During the playoff battles, we closely followed the team with cameras in a 24/7 mode, capturing their moments in the arena, during training, and at home. What made it truly exceptional was that we were publishing the outputs almost in real-time! Fans who couldn’t attend the stadiums due to the coronavirus pandemic were able to experience the team’s journey. The project received the “Ledová klapka” award for the best documentary format in Czech hockey.

New mascots

Before the 2020/21 season, we introduced new mascots, Sparťák and SpartaX, who became an integral part of the club’s communication.


Fan Experience

We collaborate with Sparta to transform their matches into a product that is appealing not only to hardcore hockey fans but also to anyone who wants to experience genuine and intense entertainment in the vibrant capital city.


Other projects

We connect the world of sport, business and fans.

Billing information

Tlumačovská 2766/26a
Praha 5, 155 00

IČ: 04324412
DIČ: CZ04324412
Bank account: 3910662349/0800


Karlínské náměstí 238/6,
Praha 8, Karlín, 186 00
Czech Republic

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