In 2025, the Swedish Football Association and the Dutch company Matchwornshirt entered a collaboration - in which used match shirts from men's and women's international matches are sold at auction.
"They buy, just like any commercial partner, the right from us to auction our products," says Stefan Abelsted, head of commercial revenue at the Swedish Football Association.
Matchwornshirt is an official partner of over 300 clubs, including AIK and Djurgården.
On the website you can bid on used match shirts, and the one that stands out from the Sweden-Ukraine match in March is Viktor Gyökeres's shirt.
The auction closes on April 18 - and the current top bid is approximately 30,000 Swedish kronor, excluding VAT and shipping.
Pelé's used World Cup shirt
Alexander Bitar is a dealer in important historical objects, usually items connected to famous people - such as a sword that belonged to Napoleon or John Lennon's guitar.
One of his items is football legend Pelé's used and signed match shirt from the 1970 World Cup - worth about half a million Swedish kronor, according to him.
When asked why it's popular to buy used football shirts, he answers:
"Buying football shirts usually starts at a very young age. Therefore, I think it is relatively easy to make the transition to buying more valuable football shirts in adulthood that you may not necessarily wear, but instead consider as collectibles."
“An extra hot market”
This summer, the men's football team will be playing in the World Cup - and the match jerseys could increase in value.
"I'd say that when something is particularly relevant, like the World Cup in this case, more people open their eyes and want to buy. So it's an especially hot market connected to the World Cup, absolutely," says Bitar.
If Sweden performs well in the World Cup, Stefan Abelsted hopes that the prices will increase even more:
"We hope for success - that's always the case. When 'Matchworn' enters into these collaborations, whether it's with us or with a club, they always make a calculation of what they think the attraction value is."
Corrected version: In an earlier version, Stefan Abelsted's last name was spelled incorrectly.
1. You have to be critical and do your own research. Where there is money to be made, there is also fraud - and some sellers are misleading in their descriptions to increase the final price.
Some may lack knowledge of what they are selling. This can give the buyer the opportunity to make some great bargains - but it can also result in buyers paying for something that is actually worthless.
2. Another tip is to determine your highest bid before the actual bidding begins - otherwise there is a risk of getting carried away and paying too much.
