MatchWornShirt runs live auctions of game-worn shirts, opening from kick-off, at matches around the world. Every shirt is signed, carries the wear of the game and comes with a digital certificate of authenticity. Its edge, Zonderwijk says, is focus.

"I think we're the only business that is so laser-focused on our product category."

Next stop: the US

That focus is now pointed at the US, which Zonderwijk calls the company's biggest challenge and its biggest opening. The next two to three years are about unlocking it.

The groundwork is already in place. MatchWornShirt launched in the US in May 2025 as the official match-worn auction platform for U.S. Soccer and the players' associations of the men's and women's national teams. It has since signed eight NBA teams and its first NFL and NHL teams. The plan is to go deeper into those leagues and into college sport, then branch out into F1, tennis, cricket and golf, and eventually into entertainment.

Doing business everywhere

Asked about the best part of the journey so far, Zonderwijk points to the variety. MatchWornShirt works across many countries, and each one runs business its own way.

"You need to adapt to the way of doing business in every country. I got to learn a lot of different cultures, and I really love it."

Advice for founders

His advice is simple. "We always live by the rule that we work harder than anybody else. If you put every minute you have into it, it's okay to fail, because you can never look back and regret that you didn't put in the time and the effort."

That principle, he says, has given him peace of mind throughout the journey.

Sports tech at GP Bullhound

Sports tech is one of GP Bullhound's most active specialist sub-sectors, with 10 deals in 18 months, including advising Runna on its sale to Strava, and IMPECT on its sale to Catapult. The team works with founders building new ways for fans, clubs and leagues to connect with the game, from performance data to fan engagement and commerce.

About the GP Bullhound Allstars Awards

Now in its 24th year, the GP Bullhound Allstars Awards recognise the founders, entrepreneurs, operators and investors building Europe's technology companies. The 2026 awards ran across 15 categories, from Deep Tech and Sports Tech to Exit of the Year and Young Entrepreneur of the Year, and brought the ecosystem together in London on 15 October.

GP Bullhound hosts the Allstars for the same reason it advises founders every day: it is bullish on European tech and the people building what comes next. The awards give that work a stage, and put the people behind it in a room with the investors, operators and peers who can help it go further.

Stay connected

• Find out more about MatchWornShirt at mws.com
• Explore GP Bullhound's sports tech expertise at gpbullhound.com
• Stay updated on all things Allstars on our LinkedIn page

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