The platform, developed with support from GameDay, raised over £22,000 through the sale of 39 items, including signed shirts, worn training kits and other memorabilia.

The money raised will help the Aston Villa Foundation deliver projects and initiatives to achieve their mission of ‘Working Together to Enrich Lives’.

Among their most successful items includes a match-worn shirt worn by star midfielder Jack Grealish, which raised almost £3,000.

The new Marketplace was integrated with the club’s Digital Membership program to offer supporters a seamless user experience, while the launch of the auction was shared across Aston Villa and GameDay’s social channels to maximise awareness and engagement.

GameDay’s marketplace platform has also been used to support the UEFA Foundation, Major League Soccer (MLS) and Toronto FC in raising revenue through the sale of a variety of memorabilia.

In just eight weeks, the club were able to finish the core build of their program, allowing them to focus on additional integrations and promotions.