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but a genuine auction achieves both purposes. The jerseys should attract more, but the market will assess the value. Perhaps the existing "owners" could be offered them at current price + CPI + a bit for the kitty and the rest auctioned, that would give the current sponsors several choices. They could accept paying a little more to be dead certain of their jersey, they could drop the sponsorship and let it go to auction or they could try their luck at auction in an attempt to get it at a better price than the calculation.