Five minutes from T1 security, Sports at Heart is the airport’s main stop for Madeira and Portugal football gear.
You’ll find it post-security in Terminal T1, on the departures side, so you can walk in with a boarding pass in hand and still keep an eye on gate screens. The focus is sports-themed souvenirs: CR7 items, Portugal national team merch, and local club pieces mixed with generic football gifts. Prices sit in typical airport territory, with small keyrings and magnets under €10 and shirts and scarves running higher.
The name matches the stock: expect T-shirts, caps, scarves, kids’ items and balls more than high-end collectibles. Cristiano Ronaldo fans usually walk out with at least one CR7-branded piece, since this is his home island and the airport carries his name. If you want something that reads “Madeira” alongside “Portugal” on the same item, this shop is more reliable than some of the generic souvenir stands near the T1 food options.
Selection skews heavily to football, so if you need pens, postcards or food gifts, you’re better off at one of the general souvenir shops a few doors down in T1. Use card or contactless; reports mention that smaller coins slow things at the single checkout. One last tip: stop here before you head to the farther T1 gates in the 20s, since walking back will cost you around 10 extra minutes round-trip.