AC Prato launches new city‑centre merchandise store

A crowd of roughly a thousand supporters gathered on the evening of August 2 in Prato's historic centre for the opening of AC Prato’s new store. The ceremony, held near the municipal palace, was attended by club president Antonio Politano, mayor Matteo Biffoni and several players. Politano described the shop as “a symbol of aggregation that will let us feel our presence in the heart of the city,” while Biffoni called the event “a dream, seeing my team open a store behind the municipal palace.”

The store, located on Via Cesare Guasti opposite the former Prato Club bar, will start selling official AC Prato merchandise from Monday, August 3. Officials highlighted the opening as a step toward broader club ambitions, including expanding the current stadium capacity from 3,000 seats to between 4,500 and 5,000 and eventually planning a 15,000‑seat arena for the city.