MAJÁLES

What MAJÁLES does

MAJÁLES is a Czech student festival series operated by SHERWOOD Digital a.s., a privately held joint stock company headquartered in Prague. The company produces and operates four annual open-air student festivals held across April–May in Prague (Pražský Majáles at Letiště Letňany), Brno (Brněnský Majáles at BVV), Ostrava (Ostravský Majáles at Dolní oblast Vítkovic), and Hradec Králové (Hradecký Majáles at Flošna). Each edition combines a traditional student parade (Majálesový průvod), a month-long student activities programme (Majálesový měsíc studentů) including King/Queen elections, band contests, charity runs and social events, and a main open-air festival day featuring multi-stage live music programming. The brand positions itself as the only Czech multi-city "superfestival" and is described as the largest Czech open-air festival in Prague and the largest South Moravian open-air festival in Brno.

The core product is event-based: a ticketed, single-day open-air festival complemented by a pre-festival month of competitive and social student programming. The underlying operational platform includes city-specific websites (e.g., praha.majales.cz, brno.majales.cz), a centralised ticketing portal (vstupenky.majales.cz) integrated with the third-party Nejticket.cz marketplace, an online self-serve upgrade portal, a cashless payment system for on-site food, beverage and merchandise, and a student ambassador network (Majálesová jednotka). Technology partnerships include ComGate (payment gateway) and Spotify (Festival Hub and official playlist), while logistics are anchored by long-term venue partnerships with Letiště Letňany, BVV, DOV, and Flošna.

The business model rests on four revenue streams: (1) tiered direct ticket sales across eight categories ranging from 650 Kč (Kids 12) to 2,999 Kč (Golden VIP), with student-verified tiers (Vysoká 26 at 850 Kč via ISIC) and discounted ZTP/ZTP-P accessibility pricing; (2) sponsorship and brand partnerships, with VELO and GLO18 acting as General Partners receiving stage naming rights, activation zones, and integrated brand visibility, complemented by media partners (HitRadio City, HitRadio Orion) and official partners (Spotify, Mastercard, Pilsner Urquell, Radegast, Jägermeister, BYD); (3) ticket upgrade fees yielding between 999 Kč and 2,199 Kč per upgrade; and (4) on-site cashless spending at food, beverage and merchandise stalls. Distribution is primarily digital through owned portals and Nejticket.cz, supplemented by student team edition tickets and a grassroots ambassador channel.

Name

MAJÁLES

Legal name

SHERWOOD Digital a.s.

Website

https://majales.cz

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

MAJÁLES operates a four-city Czech student festival series (Prague, Brno, Ostrava, Hradec Králové) combining a month-long student competition programme with multi-stage open-air music festivals, monetised through tiered ticket sales, sponsorships, upgrade fees, and on-site cashless spending.

Ownership category

akta.pro rank

Product category

Live Music Festivals

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Concerts & Music Festivals (THAJAFAA)

Keywords

• Student festival events
• Open-air music festivals
• Event ticketing services
• Brand sponsorship events
• Live event production

Headquarters

HQ city

Prague

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others

Revenue model

1. Ticket sales: The primary revenue stream is direct ticket sales across multiple tiers (Kids, Student, Classic, VIP, Golden VIP) for each of the four festival editions. Tickets are sold via owned web portals (vstupenky.majales.cz, city subdomains) and via third-party ticketing partner Nejticket.cz.
2. Sponsorship and brand partnerships: Brand partnerships including general partner (VELO), general media partners (HitRadio), and various official/official partners (Spotify, Mastercard, Pilsner Urquell, Radegast, Jagermeister, BYD, etc.). Partners receive stage naming rights, VIP zones, promotional activation zones, and brand visibility across festival assets.
3. Upgrade fees: Revenue generated from ticket upgrades (e.g., Classic to VIP; VIP to Golden VIP) through an online upgrade portal, with price differentials between 1,199 Kč and 2,199 Kč per person.
4. On-site food, beverage, and merchandise: On-site cashless spending at food stalls, bars, and merchandise vendors within the festival grounds. Catering/stall placement is managed as a separate commercial enquiry channel.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

MAJÁLES operates a multi-city Czech student festival series held each April–May across Prague, Brno, Ostrava and Hradec Králové, combining a month-long student competition programme (King/Queen elections, band contest, charity run, beerpong, maypole building) with a culminating open-air music festival featuring multiple stages and headline acts. The offering is sold via tiered age- and status-based tickets (Kids, Základka, Střední, Vysoká, Classic, VIP, Golden VIP), with on-site cashless payments, VIP/Golden VIP premium zones, and an integrated student parade component.

Product overview

Majály is a Czech student spring festival series comprising four major city editions: Pražský Majáles (Prague), Brněnský Majáles (Brno), Ostravský Majáles (Ostrava), and Hradecký Majáles (Hradec Králové). Each edition features an open-air music festival with multiple stages, a traditional student parade (Majálesový průvod), and a month-long student activities program (Majálesový měsíc studentů) with competitions, elections for King/Queen and Prince/Princess titles, and social events. The core offering includes live music performances, student team activities, and VIP experiences. Additional services include ticket sales through NejTicket, a student ambassador program (Majálesová jednotka), and the Majáles Band Contest for emerging student bands. The festival combines student tradition with contemporary music programming including EDM, pop-rock, and drum'n'bass stages.

Differentiator

Problem solved

Functional benefit

Products and services

• Pražský Majáles
• Brněnský Majáles

Quantifiable outcome

• 101,000 Kč raised in charity run 'Běžím se srdcem' supporting a child recipient

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core, general and minor.

• SpotifycoreGTM or Marketing Partner · 1 January 2026First official partnership between Majáles and Spotify — the world's largest music streaming platform. The partnership includes a Majáles Festival Hub on Spotify (alongside global festival partners) and an official Majáles 2026 playlist reflecting the festival lineup. The playlist is accessible from late April to mid-May across all city editions. Spotify also provides promotional reach to 2M+ Czech users.
• VELO (nicotine pouches)coreGTM or Marketing PartnerVELO is the General Partner of the Majáles festival series. The partnership includes VELO stage naming rights at all city editions, VELO activation zones with games, karaoke, selfie stations, and a VELO rap stage. VELO also runs a loyalty programme with VIP ticket giveaways and Instagram competitions. The brand is prominently featured in all festival communications and on-site signage.
• Nejticket.czcoreChannel Partner/ Reseller/ DistributorNejticket.cz is the third-party ticketing platform powering Majáles online ticket sales. It handles payment processing, ticket delivery, and upgrade management. The platform is co-branded on the ticketing interface (majales.nejticket.cz).
• GLO18coreGTM or Marketing PartnerGLO18 is a General Partner of the Majáles festival series. The partnership includes brand presence across all city editions with GLO18 logos featured alongside VELO on the partner sections of each website.
• HitRadio Orion (Ostrava) / HitRadio City (Prague)generalGTM or Marketing PartnerHitRadio Orion (Ostrava) and HitRadio City (Prague) serve as general media partners for their respective city editions. They provide broadcast promotion and cross-promotion with the festival.
• Pilsner UrquellgeneralGTM or Marketing PartnerBeverage brand partner featured in the partner sections of the Ostravský Majáles website alongside Radegast, Proud, and other alcohol brands.
• Dolní oblast Vítkovic (DOV)coreOthersDOV (Dolní oblast Vítkovic) is the venue for Ostravský Majáles open-air. The historic industrial complex in Ostrava serves as a unique festival setting.
• Letiště Letňany (Letňany Airport)coreOthersLetňany Airport is the venue for Pražský Majáles open-air festival. The airport's open space accommodates multiple stages and festival zones.
• BVV (Brněnské výstaviště)coreOthersBVV (Brno Exhibition Centre) is the venue for Brněnský Majáles open-air festival, providing large-scale open-air infrastructure in the heart of Brno.
• VŠB-Technická univerzita Ostrava, Ostravská univerzita, Slezská univerzita v OpavěgeneralStrategic or Co-development PartnerUniversity partners in the Moravian-Silesian Region that participate in the student competition programme (King/Queen elections) and provide student ambassadors for Ostravský Majáles.
• Masarykova univerzita (MUNI), VUT Brno, Mendelova univerzita (MENDELU), Univerzita obrany (UNOB), Veterinární a farmaceutická univerzita Brno (VETUNI)generalStrategic or Co-development PartnerFive major Brno universities participate in the student competition programme, each fielding King and Queen candidates and managing student teams for Brněnský Majáles.
• ComGate (payment gateway)generalTechnology or IntegrationComGate provides the payment gateway for ticket purchases and upgrades, supporting credit card, bank transfer, and deferred payment options.
• Nadační fond Pavla Novotného (Pavel Novotný Foundation)minorStrategic or Co-development PartnerCharitable partner for the Be Loved 2026 event held in Ostrava's Komenského sady. The foundation focuses on oncology awareness and support, and the Majáles event raised funds for Life Coffee Cafés and oncology patient support.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Let It Roll: Czech drum'n'bass-focused open-air festival held in Milovice. Directly comparable as a Czech headline-music festival competing for the same young-adult audience, EDM/electronic genre sponsors, and ticket-buying season.
• Colours of Ostrava: Major Czech multi-genre open-air music festival held annually in Ostrava. Directly comparable to MAJÁLES as a Czech headline-music festival competing for the same national audience, sponsors, and headline talent; differs by being single-city, more international in programming, and operating year-round via Colours Havelka.
• Pohoda Festival: Slovakia's largest music festival, held annually in Trenčín. Closely comparable in positioning (large Central European summer music festival with strong student and youth audience appeal); useful proxy for what MAJÁLES could become if it expanded across borders.
• United Islands of Prague: Multi-stage Prague city-centre music festival. Comparable as a Prague-based multi-stage live music event targeting a young-adult audience; competes for the same Prague ticket buyers and sponsor pool as Pražský Majáles.
• Rock for People: Large Czech rock/pop open-air festival held in Hradec Králové. Comparable as a Czech multi-day headline-music festival using Hradec Králové infrastructure in the same window as Hradecký Majáles; competes for overlapping student/young-adult audiences and sponsor budgets.
• Open'er Festival: Major Polish open-air music festival held in Gdynia. Comparable as a Central European multi-stage headline festival targeting young-adult audiences; relevant peer for benchmarking sponsorship pricing and audience scale outside the Czech market.
• Mighty Sounds: Czech multi-genre open-air festival held in Tábor. Comparable as a domestic mid-scale summer music festival targeting a similar young-adult demographic; competes for overlap of Czech sponsor and ticket-buying audiences.

Broad incumbents

• Live Nation Czech Republic: Global concert promotion and venue-operating giant, active in Czechia. Comparable as a promoter of paid live music events in the Czech market; differs by being a multinational incumbent with broader programming and ticketing infrastructure rather than a festival series operator.
• Sziget Festival: One of Europe's largest music festivals, held annually in Budapest. Comparable category (large-scale open-air music festival targeting students and young adults) but operates at substantially larger scale and more international scope; useful for benchmarking where a successful multi-city festival model can scale.

Others

• Festivaly.eu: Czech festival aggregator and ticketing comparison portal. Comparable as an adjacent ecosystem participant that aggregates demand for Czech music festivals (including Majáles competitors) and influences ticket-purchase discovery; not a direct competitor but a relevant channel and audience benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@majales.cz
• Facebookfacebook.com/praha.majales
• Instagraminstagram.com/majalespraha
• LinkedInlinkedin.com/company/pra-sk-maj-les

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MAJÁLES