Persebaya Store

What Persebaya Store does

Persebaya Store (legal entity: PT Deteksi Basket Lintas Indonesia) is the official licensed merchandise e-commerce operation for Persebaya Surabaya, a historic Indonesian football club based in East Java founded in 1927. The company sells directly to consumers via its owned storefront at persebayastore.com, supplemented by a physical retail presence in Surabaya and an authorized reseller network. Its core product lines span football jerseys (including the Pre Season 2026 collection with Dry-Fit material), T-shirts, trackpants, jackets, polo shirts, and a wide accessories range (bags, caps, scarves, lanyards, keychains, watches, dolls, socks, and raincoats), plus a dedicated Kids Collection. A sub-brand called AZA extends the catalog into Indonesian-made performance footwear — basketball shoes with E-TPU midsoles, running shoes, and casual sneakers.

The business model is straightforward direct-to-consumer retail: one-time unit purchases priced in Indonesian Rupiah, ranging from IDR 20,000 for stickers up to IDR 725,000 for AZA basketball shoes. Free shipping is offered on orders above IDR 375,000. Order support runs through WhatsApp during Indonesian business hours (10:00–17:00 WIB). The product mix is anchored on fan-identification merchandise for the Persebaya supporter base (Bonek and Bonita), with a secondary use-case audience of general sports/athletic consumers reached through the AZA footwear line. Limited-edition drops — including the 99th anniversary collection and Eri Irianto tribute editions — drive repeat engagement, while collaborations with Pennfruit (watches) and Jackson BoltZ (running shoes) extend the brand into adjacent lifestyle categories. The technology stack is a standard Shopify-style e-commerce platform with no disclosed proprietary systems, no AI components, and no data flywheel mechanics evident.

The company has 51–100 employees, is privately held with no disclosed funding rounds, no institutional investors, and no management team information publicly available. Revenue is not disclosed. Geographic scope is domestic Indonesian, with no international shipping footprint indicated. The commercial posture is best characterized as a niche, brand-licensed DTC retailer dependent on the cultural and competitive performance of a single football club.

Name

Persebaya Store

Legal name

PT Deteksi Basket Lintas Indonesia

Website

https://persebayastore.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Persebaya Store is the official licensed merchandise e-commerce operation for Persebaya Surabaya football club in Indonesia, selling jerseys, apparel, accessories, and AZA-branded athletic footwear directly to the club's Bonek/Bonita fan base through its owned online storefront, physical Surabaya retail, and an authorized reseller network.

Ownership category

akta.pro rank

Product category

Sports Fan Merchandise Retail

NAICS

Clothing and Clothing Accessories Retailers (4581), Shoe Retailers (45821), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Family Clothing Stores (5651), Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industries

Soccer/Football Footwear & Apparel Retail (CRAMACAC), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Official football merchandise
• Licensed sports apparel
• Fan apparel retail
• Athletic footwear
• Football club merchandise

Headquarters

HQ city

Wonokromo, East Java

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Retail Sales: Direct-to-consumer retail sales of Persebaya Surabaya football club official merchandise including jerseys, apparel, accessories, and AZA branded sports footwear. Revenue generated from one-time product purchases through the e-commerce platform with no recurring component.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Persebaya Store is the official licensed e-commerce retail operation of Persebaya Surabaya football club, selling 100% official club merchandise including football jerseys, T-shirts, trackpants, jackets, polo shirts, kids apparel, and accessories such as caps, scarves, bags, lanyards, keychains, plush dolls, socks, and raincoats. The store also carries AZA, an Indonesian-made sports footwear and apparel sub-brand offering basketball shoes, running shoes, and casual sneakers with performance materials like Dry-Fit and E-TPU midsoles. Customers purchase through the owned online storefront at persebayastore.com with free shipping on orders above IDR 375,000.

Product overview

Persebaya Store is an official merchandise e-commerce platform for Persebaya Surabaya football club, offering a comprehensive product portfolio that includes football jerseys (Pre Season 2026 with Dry-Fit technology), T-shirts, trackpants, jackets (tracktop, varsity, windbreaker, hoodie), polo shirts, and a wide range of accessories (bags, caps, scarves, lanyards, keychains, stickers, watches, dolls, pillows, socks, and raincoats). The store also features dedicated Kids Collection apparel and the AZA sub-brand which offers Indonesian-made athletic footwear including basketball shoes (DBL Play 2.0, Fundamental 3.0), running shoes (RUN 1 Pygmalion, Jackson BoltZ collaboration), and casual sneakers (Neo Classic). Special limited edition collections include the 99th Anniversary merchandise.

Differentiator

Problem solved

Functional benefit

Brands

• AZA: Sports equipment and athletic footwear brand including basketball shoes, running shoes, and sports apparel sold through Persebaya Store

Products and services

• Official Persebaya Football Jerseys Official licensed Persebaya Surabaya football jerseys for adult and kids fans, including home, away, and goalkeeper variants made with Dry-Fit performance fabric. Designed for supporters to wear on gameday and as collectible fan apparel.
• Persebaya Branded T-Shirts Cotton T-shirts featuring Persebaya branding with themed collections including Day Stadium, Green Force Rises, and other designs, available in regular, oversize, and kids fits for men, women, and children.
• Persebaya Trackpants and Pants Trackpants, cargo pants, and shorts made with lotto material featuring Persebaya branding, available in unisex sizing from XS to 5XL for men and women.
• Persebaya Jackets and Hoodies Tracktop, varsity, windbreaker, vest, and hoodie jackets featuring Persebaya branding, including the 1927 Legacy collection. Designed for cold weather, sports, and casual wear with sizing for men and women.
• Persebaya Fan Accessories Branded fan accessories including lanyards, keychains, stickers, notebooks, watches, bracelets, socks, bandanas, and scarves at price points from IDR 20,000 to IDR 275,000. Includes special edition tributes such as Eri Irianto Legacy 19 lanyards and the Pennfruit Spirit of Freedom watch collection.
• Persebaya Caps and Headwear Polo caps, snapback caps, and trucker caps featuring Persebaya branding with adjustable straps, available in themed colorways such as Green Force Heritage, Born Wani, Typography Line, and Surabaya Icon.
• Persebaya Bags and Wallets Waist bags, sling bags, cross body bags, tote bags, backpacks, pouches, mini bags, and duffle bags featuring Persebaya branding for daily carry, travel, and gameday use.
• Persebaya Kids Collection Children's apparel and accessories sized for ages 0 to 13 years, including kids jerseys, T-shirts, and matching accessories, enabling parents to outfit young fans in official Persebaya merchandise.
• Persebaya Raincoats Raincoat sets with Typograph designs made with Taslan material for men and women, featuring reflector safety features for use during stadium matches in rainy weather.
• AZA Basketball Shoes Indonesian-made basketball shoes including DBL Play 2.0, Fundamental 3.0, and Pick N' Pop collections featuring E-TPU midsole technology for cushioning and energy return. Targeted at basketball players seeking domestic athletic footwear.
• AZA Running Shoes Indonesian-made running shoes including AZA RUN 1 Pygmalion and the AZA by Jackson BoltZ collaboration models Forth and Percy, designed for 5K to marathon distances and daily active use.
• AZA Neo Classic Sneakers Casual sneakers inspired by classic running shoes from the 1980s to 2000s era, available in multiple colorways for everyday casual wear under the AZA sub-brand.
• Persebaya Polo Shirts Persebaya branded polo shirts made with Drifit material suitable for casual, sports, and semi-formal activities, expanding the apparel line beyond pure sportswear into versatile daily wear.
• Persebaya 99th Anniversary Collection Limited edition merchandise celebrating 99 years of Persebaya Surabaya, including commemorative jerseys, T-shirts, lanyards, scarves, stickers, and keychains for collectors and long-time fans.
• Persebaya Plush Dolls and Pillows Branded plush dolls including the Suro and Boyo reversible dolls and logo pillows, designed as collectibles and home décor items for fans of all ages.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• PennfruitminorStrategic or Co-development PartnerCollaboration with Pennfruit, a watchmaker/artist, to produce a limited edition watch collection. The Jam Tangan Persebaya X Pennfruit Spirit Of Freedom watch collection features transparent and black variants, designed by Pennfruit and sold exclusively through Persebaya Store.
• Jackson BoltZminorStrategic or Co-development PartnerAZA by Jackson BoltZ collaboration producing running shoes. BoltZ is described as a daily trainer shoe category collaboration between AZA and Jackson for running and daily active activities. Products include Forth (Blue) and Percy (White) running shoes sold through Persebaya Store.
• PT Deteksi Basket Lintas IndonesiacoreOthersParent company of Persebaya Store, as indicated in the footer copyright: '© 2026 PT Deteksi Basket Lintas Indonesia'. This entity appears to be the corporate entity operating the Persebaya merchandise business.
• AZAcoreOEM/ Whitelabel/ Licensing PartnerAZA is the sportswear and footwear sub-brand under Persebaya Store. AZA produces basketball shoes, running shoes, duffle bags, and baselayer apparel. AZA products are developed in collaboration with the club and sold exclusively through Persebaya Store, with AZA branding visible on products and packaging.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Brodo: Emerging player: Indonesian-made casual footwear brand with national retail footprint. Comparable as a domestic Indonesian footwear brand operating through e-commerce and physical retail; not a direct football merchandise competitor but overlaps in the broader Indonesian footwear TAM that AZA targets.
• Compass (PT Saraswanti Anugerah Makmur): Emerging player: Indonesian sneaker brand with strong DTC and physical retail presence. Comparable as an Indonesian-made footwear brand competing for the same local-pride consumer segment, though focused on lifestyle sneakers rather than performance/football.

Direct peers

• Persib Store (Persib Bandung Official Merchandise): Direct peer: official e-commerce merchandise store for Persib Bandung, another top-tier Indonesian football club with a passionate nationwide fanbase (Bobotoh/Viking). Operates the same licensed club-merchandise DTC model with jerseys, apparel, and accessories for an Indonesian football club fanbase.
• Persija Store (The Jak Mania Official Store): Direct peer: official merchandise channel for Persija Jakarta, another historic Indonesian football club with the largest fanbase in Indonesia (The Jak Mania). Sells licensed jerseys, apparel, and accessories through an owned e-commerce platform with similar GTM and product mix to Persebaya Store.
• Bali United Official Store: Direct peer: official merchandise store for Bali United, one of Indonesia's most professionally run football clubs. Comparable DTC licensed-merchandise model with jerseys, apparel, and fan accessories, often cited as a benchmark for club retail in Indonesia.
• Arema FC Store: Direct peer: official merchandise e-commerce for Arema FC (Malang, East Java), a fellow Indonesian Liga 1 club with strong East Java overlap with Persebaya. Comparable business model — licensed club merchandise through owned DTC storefront serving regional Indonesian fanbase.

Regional players

• League (PT Bola Persada): Regional player: Indonesian heritage sportswear brand producing football shoes, apparel, and accessories. Directly comparable to AZA as a domestic Indonesian athletic footwear/apparel competitor and historically tied to Indonesian football culture.
• Specs (PT Sepatu Mas Utama): Regional player: leading Indonesian sportswear and athletic footwear brand that competes directly with the AZA sub-brand in the Indonesian market. Comparable as a domestic Indonesian athletic footwear/apparel brand, but with much broader product distribution beyond football club merchandise.

Broad incumbents

• Manchester United Megastore / Manchester United Direct: Broad incumbent: global football club merchandise operation with extensive jersey, apparel, accessory, and footwear lines. Comparable business model (licensed official merchandise DTC) at vastly greater scale, illustrating the upper-bound of football club retail monetization that Persebaya Store's model could scale toward if its fanbase monetization deepens.
• Nike Indonesia: Broad incumbent: global athletic apparel and footwear leader with significant presence in Indonesia. Comparable as a sports apparel/footwear retailer competing for the same Indonesian consumer wallet, including the football/sports segment that AZA targets.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/persebaya-store

Revenue estimate

Valuation estimate

Number of profiles

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 Persebaya Store