Hatters forge new partnership with MatchWornShirt

Luton Town is delighted to announce a new commercial partnership with Dutch auction site


Their international site features sales of sporting memorabilia, including signed and match worn kit from teams and sports around the globe. All items are acquired directly from clubs, this ensures peace of mind on the authenticity of all pieces.

Headquartered in Amsterdam and with offices in London, Istanbul, and Sao Paulo, MatchWornShirt host global, online shirt auctions where the bidding begins at kick-off of the specific match. The aim throughout is to create the best fan-experience from memorabilia sales, including interactive content and a custom framing service.

MatchWornShirt believe that top sport is inextricably linked with society and whilst enjoyed by all, a small minority find participation difficult. For this reason, the vast majority of the proceeds of each shirt sold are donated to charities promoting and facilitating sports, health and wellbeing.

The partnership with the Hatters is starting off with a strong branding exercise that will see the new MatchWornShirt logo adorning the sleeve of the first team kit of our Emirates FA Cup fourth round tie against Cambridge United on Saturday 5th February.

Additional exciting news for fans is that the first team squad of match worn shirts from that fixture will then be available for bidding on their auction platform.

Chris Bell, Luton Town Commercial Director, said: "This is a new and exciting venture for the club, putting us alongside some of the world's elite sports teams that feature on the site regularly. We're looking forward to working with MatchWornShirt on other branding exercises and auctions as the season progresses. The partnership will also take the Hatters to global markets, opening up new audiences to move the club forward."

A spokesperson for MatchWornShirt added: "The exciting commercial venture will aim to establish Luton Town as a global brand, expanding their marketing capabilities and putting us alongside some of the world’s elite teams that are regularly featured on the MatchWornShirt platform. We are thrilled about this opportunity and look forward to further branding exercises and auctions as the season progresses."

The auction will start on February 5th and run until February 19th at 5pm.

Visit for more details and find the extensive array of sporting memorabilia on offer.

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