Athletic Club Momento

Athletic Club Momento (AC Momento) is a mobile-first consumer platform for live sports and music fans. Its current app, Momento, combines a user's photos, attended events and locations into a structured, private memory timeline that is organized automatically, giving fans a record of concerts, games, trips and everyday moments. Core features include event tracking with verified details and rich event history across more than 800 leagues and competitions (including recently added tennis and golf coverage), a user-facing Editor for adding or validating events, a community view showing photos, videos and perspectives from other attendees of the same event, insights that surface patterns and milestones in a user's attendance history, and shareable recaps that can tag the people a user attended with.

A central product object is the "Momento" — a personalizable digital ticket stub that users decorate with their own photos and selectable skins and can share. The company frames each attended event as a digital totem preserving personal narrative, identity and shared connection, and positions the product around an "IRL first" premise built on verified real-world attendance.

AC Momento launched in a different form on 24 August 2022 as a football auction house operating the Momento Market app, which offered live in-game auctions for match-worn shirts sourced directly from partner clubs' dressing rooms and from players' private collections, alongside a Collections browsing experience for player archives. Each item was paired with a digital Certificate of Authenticity (dCOA) carrying a high-resolution image, match information and a unique ID matching a physical authentication label; shirts were authenticated, photographed and stored in secure facilities across Europe, with winners able to redeem physical delivery or leave items in storage.

Founding story

Founder and CEO John Brennan, a lifelong football fan and shirt collector who entered the industry in 2014 when he joined Snapchat as its first Head of Sport, started AC Momento to give collectors more opportunities to buy match-worn items directly from clubs and athletes, and because he felt the category lacked the storytelling that makes match-worn memorabilia compelling.

Business model

In its 2022 memorabilia phase, AC Momento operated as an auction house and marketplace, licensing match-worn shirts, cleats and memorabilia directly from partner clubs and players and selling them to fans through live in-game auctions and collections in the Momento Market app, with associated authentication, storage and fulfilment services; part of the proceeds of AC Milan auctions was directed to Fondazione Milan. The current Momento app is a free-to-download consumer app distributed on the App Store and Google Play, with the site listing partnerships and affiliates programs.

Auction sales of licensed match-worn memorabilia through the Momento Market app, sourced under licensing agreements with clubs and players, formed the disclosed revenue mechanism at launch in 2022.

Traction

Launched 24 August 2022 with club partners AC Milan, Atlético de Madrid, Sevilla FC and SL Benfica and first auctions the weekend of 27-28 August 2022; more than 15 star players signed licensing deals, and the Founding Member roster included Lionel Messi, Thierry Henry, Cesc Fàbregas, Toni Kroos, Vinícius Júnior, Jack Grealish, İlkay Gündoğan, Dani Alves, Eduardo Camavinga, César Azpilicueta, Ben Chilwell, Kieran Tierney, Sergi Roberto, Sergio Busquets, Gerard Piqué and Clément Lenglet. The company reported $20 million raised. The current app advertises coverage of millions of games and concerts across 800+ leagues and competitions.

Latest developments

The Momento app covers millions of games and concerts across more than 800 leagues and competitions, with tennis and golf support added and further events added weekly; features include Momentos digital ticket stubs with customizable skins, community views of other attendees, insights and shareable recaps.