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In a significant auction event preceding Super Bowl Sunday, Johnny Unitas' ring from the Baltimore Colts' Super Bowl V victory achieved a remarkable sale price of $258,500. This auction was part of the 17th annual Super Bowl Auction held in Las Vegas, featuring several items from the Hall of Fame quarterback's storied career, all consigned by his family. Despite an early exit due to injury in the game against the Dallas Cowboys, Unitas' memorabilia, including his Super Bowl ring, attracted considerable interest and high bids.

The auction price of Unitas' Super Bowl V ring notably surpassed that of his 1958 NFL championship ring by over $100,000. The latter commemorated his role in the iconic overtime victory against the New York Giants, a game credited with elevating the national stature of professional football.

Other items of Unitas' memorabilia sold at the auction included his Hall of Fame ring, which fetched $38,175, and his 1967 NFL MVP award, which went for $64,625. Additionally, a pair of Unitas' signature high-top cleats was sold for $27,025.

Matching the top sale price of Unitas' Super Bowl ring was a 2014 game-worn jersey by Tom Brady, also bringing in $258,500. This jersey, authenticated by MeiGray and worn during the season opener against the Dolphins, represented a season where Brady secured his fourth of seven Super Bowl titles.

The auction also featured items from Anthony Munoz, the Hall of Fame offensive lineman, including a game-worn 1980s Cincinnati Bengals jersey that sold for $16,450 and the uniform from his final NFL game, which realized $11,456.

Additional sales included a 2023 Brock Purdy game-worn jersey for $30,550, a 2022 Lamar Jackson game-worn jersey for $22,325, a 1980s Ronnie Lott game-worn helmet for $19,975, a 1997 Dan Marino game-worn jersey for $17,625, and a game-used Super Bowl XXXVIII football for $14,100. This auction highlighted the enduring legacy and value of memorabilia from football legends, drawing collectors and fans to own a piece of sports history.