Sotheby’s “GOAT Collection” auction featuring Tom Brady memorabilia fetched $9 million, showcasing forty-one items. The collection included watches, jerseys, and sports treasures. Watches contributed over $4 million, and Brady’s University of Michigan game-worn jersey sold for nearly $800,000. Of the 800 participants in the auction, 34% were new customers, and 40% were under 40 years old.