A mystery phone bidder today bought former England goalkeeper Gordon Banks's 1966 World Cup winners medal for stg£124,750.
The sale kicked off at the Christie's auction house in London at stg£42,000.
Bidding quickly shot past the stg£70,000 estimate and the medal eventually went to an anonymous telephone bidder.
Banks, 63, described as one of the world's best goalkeepers by former England manager Sir Alf Ramsey, said he was selling the cherished medal to help his family.
The soccer legend, who was not at the sale, said recently it would be a sad day but that the pleasure of helping his family would make up for the loss.