At auction, game-worn jerseys fetch a staggering $9 million, with Tom Brady watching on.

• At Sotheby's, a total of $9 million was earned from the sale of 41 items belonging to Tom Brady.
• The 1969 yellow gold Rolex Daytona Paul Newman 'John Player Special' owned by Brady was sold for $1.1 million.
• Sotheby's has expanded its reach into the sports market to attract a younger demographic of collectors.

Sotheby's has scored big off of Tom Brady.

On Tuesday night, the auction house sold all 41 items in its "GOAT Collection" sale for a total of $9 million. The lots included watches, jerseys, and other sports treasures. The watches generated $4.6 million in revenue alone.

The 1969 yellow gold Rolex Daytona Paul Newman 'John Player Special' sold for $1.1 million, becoming the highest-grossing item in the auction.

In the 2023 season, the watch was first worn by Brady during a ceremony at Gillette Stadium where Kraft announced the induction of the seven-time Super Bowl winning quarterback into the Patriots Hall of Fame.

Four collectors competed for a chance to acquire a piece of Brady's history from his time at the University of Michigan. His final college game-worn jersey sold for $792,000. During that memorable game, Brady scored four touchdowns and had 369 passing yards.

Sotheby's has achieved success in the sports collectibles market, as evidenced by the sale.

Despite their team affiliations, enthusiasts flocked to view these esteemed keepsakes from Tom's illustrious career, paying tribute to his unparalleled achievements as The GOAT, according to Brahm Wachter, Sotheby's head of modern collectibles.

Sotheby's has seen success in the sports industry, attracting a younger and diverse clientele.

Of the 800 individuals registered for Tuesday's auction, 34% were first-time customers and 40% were under 40 years old, according to the auction house.

Brady expressed his gratitude for his successful career journey and how the watches and collectibles represent the unforgettable moments and hard work that led him there, ahead of the sale.