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Forward Madison’s Newest Kit Connects Fans Through Beer and the Beautiful Game

By Staff, 09/03/21, 10:45AM EDT


The Friends with Benefits kit is built on a unique tech idea

Madison' Friends With Benefits kit connects fans through a unique idea / Photo courtesy Forward Madison FC

Since Forward Madison FC first took the field in League One back in 2019, the club has captivated soccer supporters both in America and abroad with a dazzling array of creative kits. The latest in that line of eye-catching jerseys dropped last week, when the club released the Friends With Benefits kit - a unique way to share in the soccer game day experience with others in Madison and around the world.

The kit’s goal is to connect the global soccer community through a love that many fans share: beer. Featuring a checkered design of blue, pink and white, the jersey contains a QR code on the back. When scanned, that QR code allows the kit’s wearer to buy a beer for a fan at Madison’s home ground of Breese Stevens Field.

“Beer Boards” will be hung at the Cross Bar, a primary beer stand at Breese Stevens Field. Slips from beer purchases made through the QR code on the kit will be hung on the boards, and fans purchasing a beer at the match can get a second, complimentary by pulling a slip off the board.

An up-close look at the kit's design / Photo courtesy Forward Madison FC

Each slip will contain the name, location, and social handles of the purchaser so that wherever they are in the world, the fan who received the beer can reach out to thank them and connect with a new friend over beer and the beautiful game.

The QR code on the kit gives fans a chance to share in the love of beer and the beautiful game / Photo courtesy Forward Madison FC

Designed by Forward Madison Art Director Cassidy Sepnieski, the kit is available in the Forward Madison team store at Breese Stevens Field, at Classic Football Shirts in London, at Saturday Football in Los Angeles, and online at

“This one [kit] felt like it didn’t have any rules…no expectations, just a free open space to explore and do something weird. It evolved into a whole bigger idea and connects things that we wanted to do from the start,” Sepnieski said. “It feels freeing and fun, I can’t wait to see the ripple effect it has.”

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