Each year, the football team of FC Hradec Králové seem to raise the bar even higher. In 2023, they returned to their hometown with a brand-new stadium, filled it to the rafters on a regular basis and even welcomed the Czech national team, coming within a whisker of an unlikely European adventure. In 2024/25, they lifted their point-per-game average to 1.44, setting up the scene for only their second Top 4 placement since the shock title win in 1960. All along the way, FCHK’s marketing team has been opening new chapters as effortlessly as opening a pack of Bon Pari, effortlessly swapping the club’s 2025 First Republic-themed appeal to older generations for a fresher look in 2026, continuously adding more exciting layers to the brand. It’s as if the club simply cannot put a foot wrong.