George Best's European Cup winners' medal sold for £305,200 at a Bonhams auction on June 24. The medal was awarded after Manchester United's landmark European Cup victory in 1968.
What happened?
The final bid comfortably surpassed the auction house's pre-sale estimate of £150,000 to £250,000.
The medal had been offered by a private UK collector and was sold through an online auction held between June 15 and June 24.
Why it matters for George Best
Best played a pivotal role in United's 4-1 extra-time victory over Benfica at Wembley, scoring the second goal after weaving past the Portuguese side's goalkeeper.
The win made Manchester United the first English club to lift the European Cup, now known as the UEFA Champions League.
What comes next?
The triumph also carried deep emotional significance, coming just a decade after the Munich Air Disaster of 1958, which claimed the lives of 23 people, including eight members of Matt Busby's celebrated squad.
Simon Roberts, Bonhams' head of sale, said the medal represented the defining achievement of one of Britain's greatest footballers.
The victory over favourites Benfica and Best's decisive contribution symbolised Manchester United's remarkable resurgence under Sir Matt Busby following the Munich tragedy.
The auction came shortly after what would have been Best's 80th birthday on May 22. The football icon died in 2005 at the age of 59.
The same Bonhams sale also saw the shirt worn by British referee Jack Taylor during the 1974 FIFA World Cup final sell for £28,160.
Taylor famously awarded two penalties in the final between West Germany and the Netherlands in Berlin. West Germany went on to secure a 2-1 victory over the Dutch side, renowned for its revolutionary style led by Johan Cruyff.
George Best's sister Barbara McNarry described the medal as the most important item among the Northern Ireland star's many footballing honours.
The sale attracted considerable attention, but fell short of the record for a football medal. According to Bonhams, Brazilian legend Pele's 1970 World Cup winners' medal was sold by another auction house for £346,000 in 2016.
The all-time record for a sporting medal is believed to be one of American sprinter Jesse Owens' gold medals from the 1936 Berlin Olympics, which sold for approximately £942,000 in 2013.
Best enjoyed a career spanning more than two decades, playing across the UK, the United States, Hong Kong and South Africa. However, he remains most closely associated with Manchester United, where he starred between 1963 and 1974, and with Northern Ireland's national team.
The European Cup victory was a highlight of Best's career, and the medal's sale is a reminder of his enduring legacy in the football world.
Bonhams declined to disclose the identity of the buyer, but the sale is a significant moment in the history of football memorabilia.
The medal's sale is a testament to the enduring appeal of George Best and his achievements on the pitch.
And so, the legacy of George Best continues to inspire and fascinate football fans around the world.
But the sale of the medal is also a reminder of the significant financial value of football memorabilia.
So, the question on everyone's mind is: what's next for George Best's legacy?
The answer, for now, remains to be seen.
The football world will continue to celebrate the life and career of George Best, and the sale of the European Cup medal is just the latest chapter in his enduring story.
The medal's new owner will undoubtedly treasure the item, and it will remain a significant part of football history.
The sale of the medal is a reminder that George Best's legacy continues to be felt, even years after his passing.
And as the football world continues to evolve, the memory of George Best will remain an important part of its history.
The European Cup medal is just one part of Best's impressive collection of honours, which includes multiple league titles and individual awards.
But the medal's sale is a significant moment, and it will be remembered for years to come.
The football world will continue to celebrate the life and career of George Best, and the sale of the European Cup medal is just the latest reminder of his enduring legacy.