This is the beginning of a new phenomenon in football clubs, which could well mark the end of the donation of jerseys to spectators at the end of matches. Several European leaders have announced a partnership with the Momento Market application, which will allow supporters to bet in real time on the shirts worn by the players of their favorite team.
“To access this unique opportunity, fans will need to download the app, and through it they will be able to participate in live bidding during matches,” Atlético Madrid said in a statement on Wednesday.
No bidding on all matches
These sales will not concern all Colchoneros matches, but rather “the big matches of the season”. According to Atlético commercial director Íñigo Aznar, this new project gives “fans around the world a new way to access items closely linked to their memories and emotions, such as the shirts of their favorite players”.
Auctions that could quickly reach staggering prices. On its site, Momento Market displays the fictitious example of a Joao Felix jersey whose price reaches nearly 25,000 euros during a match against Real Madrid. Three other major football institutions have also entered into collaboration with the company. Sevilla FC, AC Milan and Benfica Lisbon are also affected.
Players have also entered into partnership with Momento Market, such as Dani Alves or Gerard Piqué. The company even assures that a “collection will arrive soon” around players like Lionel Messi or Vinicius Junior, without giving more details.
But these projects receive more than mixed reviews on social networks. The initiative is seen by many as the gradual end of moments of communion between players and supporters, who receive their idol’s jersey at the end of a match. On Twitter, tens of thousands of Internet users shared publications describing the Atlético Madrid project as “shameful”, or evoked the “sadness” of the decision.