Football shirts have become increasingly sought-after among collectors, contributing significantly to the global sports memorabilia market, which was valued at approximately $5.2 billion in 2021. Recent auctions have seen iconic pieces of sporting history sell for record-breaking prices, such as Diego Maradona's Argentina jersey from the 1986 World Cup ($1.5 million), and Jordan's first-season shoes with the Chicago Bulls ($1.47 million). The demand for memorabilia shows no sign of slowing down, with collectors and investors competing for these prized possessions.
MatchWornShirt offers an unparalleled opportunity for sports clubs, foundations, and charities to unleash and maximise their fundraising potential by auctioning match and event worn shirts and clothing to fans and collectors worldwide. Unlike other companies that merely resell memorabilia, MatchWornShirt provides a unique chance for fans to connect with their favorite team or player by overseeing the entire process from the changing room to online auctions. Moreover, every auction has an essential element of charity giving at its core, making MatchWornShirt's service not only a great investment for collectors but also a powerful tool for social impact.
In 2017, the MatchWornShirt story started in an Amsterdam attic with an ironing board for a desk. Brothers Tijmen and Bob started the company after they had looked and failed to find a worn and signed Ajax jersey – a gift for their father in memory of a game that they had all been to together.
Finding the task impossible, the pair realised there was a staggering gap in the market, one which they were keen to fill. With both brothers working in law, this was not necessarily the most natural space for either founder. But, as true football fans, they armed themselves with a keen spirit and started MatchWornShirt, fully funded by their own savings.
The company got their first minority investor in July 2022, at which point they had already grown in size with about 40 employees and 21 different nationalities. Now headquartered in Amsterdam, the company has offices in London, Istanbul and Sao Paulo and is looking to expand to the US and China. The company has also expanded into other sports, including cricket, rugbyand cycling.
MatchWornShirt is a brand that truly understands the power of fandom and the importance of preserving memories. With their unique offering, they provide a platform for fans to connect with the sports world in a tangible and meaningful way. The company's commitment to building strong connections between their product and the sport is evident through their live auctions that begin from kick-off. This not only allows fans to actively invest in the memories being made but also demonstrates MatchWornShirt's dedication to capturing and preserving those moments forever. By creating an immersive experience for collectors and fans alike, MatchWornShirt has established itself as a leader in the sports memorabilia industry and a brand that truly understands the value of fandom.
MatchWornShirt has developed a lot since its early days chasing players into locker rooms. It now has stringent and sophisticated checks to ensure the authenticity of their shirts. The checks are labour-intensive but crucial as the authenticity of the shirt is literally what they’re selling.
LoveGunn set out to create a brand that reflected MatchWornShirt’s commitment to authenticity. We recognised that MatchWornShirt is not only a fandom brand but a partnership brand, too. All its elements needed to sit well alongside the clubs and charities it worked with as well as communicate effectively to the fans.
Getting our brand out there was our biggest challenge. We had no connections in the football world whatsoever but strongly believed in our product. I think our passion was so important and it was a huge factor in building trust with whoever we spoke to. They see the dream we are chasing. The one we left our secure jobs for.
The challenge of building trust was at the heart of the task that LoveGunn set itself. We set out to create a compelling new brand narrative and identity which wins the hearts and minds of sports organisations and their fans - earning both their trust as a fundraising partner and an online marketplace respectively.
People typically get very excited – or grossed out – about the fact that we sell sweaty football shirts and then donate money to charity. Over the years, we’ve had quite a few individuals or companies approaching us with an offer of funding. We really wanted to retain autonomy so we kept them at bay but maintained a relationship that kept the door open if we wanted to explore it.
The real challenge was deciding when to welcome external funding and who to go with. We made a shortlist, shared the terms that we were comfortable with and ended up with a pretty special supportive and informal relationship with our investor and they bring in a lot of experts across relevant industries.
The LoveGunn strategy took into consideration how close-knit and impassioned the team are. Their dynamic is really that of sports fans offering products to other sports fans. During our brand workshop in Amsterdam, the team’s unusual and enthusiastic energy was palpable. It was key that LoveGunn incorporated that energy into the brand we designed, creating something that could effectively represent the brand to all future stakeholders, including new investors.
MatchWornShirt is currently in the process of scaling up massively, moving into global markets, including the US and China. This means opening offices in uncharted terrains and staying ahead of the curve with the latest technology while keeping that personal relationship with all their valued customers.
MatchWornShirt have taken a step further in securing the authenticity of its shirts after securing funding from blockchain fintech company, Chiliz. Acquiring a 20% stake in the company, Chiliz will provide the memorabilia brand with blockchain authentication technology alongside other innovative services. The Chiliz Chain platform provides a 'decentralised database to certify the authenticity of items'. The partnership with MatchWornShirt is set to give fans the assurance that what they are buying is truly the fabric of the game.
As they expand, MatchWornShirt continues to work with LoveGunn. We're proud to be working on a number of branding projects for their upcoming initiatives. Stay tuned for updates.
The Raise: How entrepreneurs launch & grow their businesses.
This series is designed to help share the stories, knowledge and experiences of the incredible and inspirational people we are privileged to meet, partner and work with. At LoveGunn, we work with a number of start-ups and investors to create true brand differentiation. If you would like to work with us on your brand strategy, positioning or identity please contact: chris@lovegunn.co
Football shirts have become increasingly sought-after among collectors, contributing significantly to the global sports memorabilia market, which was valued at approximately $5.2 billion in 2021. Recent auctions have seen iconic pieces of sporting history sell for record-breaking prices, such as Diego Maradona's Argentina jersey from the 1986 World Cup ($1.5 million), and Jordan's first-season shoes with the Chicago Bulls ($1.47 million). The demand for memorabilia shows no sign of slowing down, with collectors and investors competing for these prized possessions.
MatchWornShirt offers an unparalleled opportunity for sports clubs, foundations, and charities to unleash and maximise their fundraising potential by auctioning match and event worn shirts and clothing to fans and collectors worldwide. Unlike other companies that merely resell memorabilia, MatchWornShirt provides a unique chance for fans to connect with their favorite team or player by overseeing the entire process from the changing room to online auctions. Moreover, every auction has an essential element of charity giving at its core, making MatchWornShirt's service not only a great investment for collectors but also a powerful tool for social impact.
