First #Morethanfootball Action Weeks fundraiser

17 February 2021

First #Morethanfootball Action Weeks fundraiser

Exciting news for all clubs, leagues and FAs! Participants in the #Morethanfootball Action Weeks (22.03. – 18.04.2021) will have the opportunity to raise money through a professional fundraiser developed in partnership with MatchWornShirt including a free club-dedicated auction page, item collection, payment handling, promotional material and advertising on social media.

This year, we are celebrating the 5th anniversary of the #Morethanfootball Action Weeks. Initiated by EFDN, and supported by UEFA Foundation for Children and ECA, the campaign provides the football family with a platform to inform and engage with fans and stakeholders on their Community and Social Responsibility activities. The aim of the upcoming campaign is not only to create visibility for all the social initiatives and COVID-19 responses of clubs, leagues and FAs but also to raise funds for community projects and organisations.

No setup fee for participants

EFDN members do not have to pay any setup fee and benefit from the full service and huge contact base of our partner MatchWornShirt. Non-members can join the fundraiser and the EFDN by allocating just 550 Euro of their revenue towards the biggest network on Community and Social Responsibility in European football. The EFDN Delegate membership package includes free access to the EFDN Conferences, EFDN Networking App and the Online Learning Platform.

Participants are asked to select at least one dedicated match during the Action Weeks (22 March – 18 April) and can not only include match-worn shirts but also other exclusive items and experiences in their auction. The deadline for participating in the #Morethanfootball fundraiser is the 8th of March. Register now for the campaign and apply for the fundraiser.


  • Custom content pack in line with club branding guidelines, including:
    • Website & mobile app banners
    • Social media (including Chinese channels)
    • Club press release
    • Club emailing banners + wording
    • LED artwork
    • Global PR
    • Photography
  • Signing kit (with the best pens, instructions and seal bags to collect the shirts in)
  • 24/7 dedicated MatchWornShirt contact per club
  • Shirt pickup at a location of choice (club, training ground or even at home – across Europe)
  • Payment handling and collection
  • No setup fee
  • 79% of the auction revenues
  • Selling shirts to non-club fans; cross-selling ratio of 40%:
  • Data reports after auction
  • Everything completely Covid secure!


Live shirt auctions and working with club foundations are MWS’s bread and butter. With 9,000 shirts sold, 85 partner clubs and federation all over Europe (and the rest of the world), a loyal shirt collector database of 35,000+ bidders and an individual shirt record of €26,000 we know how to maximize fundraising potential for charities.

MatchWornShirt has hosted large-scale projects like the #Morethanfootball Action weeks before and has created a ‘best-practice’ operations and marketing flow to make sure everything runs smoothly. All work is being taken care off by MWS, so the Foundations can focus on what really matters: their work in the communities.

“We have very good experiences with MatchWornShirt. We have auctioned shirts of special event matches. We have done that on our own eBay platform before but by working with MatchWornShirt we generated 40% more revenues due to the cross-selling and fans bidding on matches of other clubs”, said Peter Gheysen, Head of Club Brugge Foundation, during our preparation webinar.

Register now for the campaign and apply for the fundraiser!

Download the #Morethanfootball webinar presentation for more information.


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