$3.5 Billion Rich Michael Jordan Re-enters Auction Game, Breaking Years-Long Norm Only for Cincoro

Everything with Michael Jordan’s name on it sells with no limits. The many memorabilia sold at different auctions under his name have gone for millions of dollars, including the ‘Last Dance’ jersey for a record $10 million. Most of these, if not all, however, include old sneakers, jerseys, or trading cards. Yep, it has been quite some time since His Airness presented something fresh in the auctions. But a recent start-studded event seems to have made the 6x NBA champ break this spell.

“When icons unite for a good cause. Cincoro proud to partner with @DJKhaled and @Jumpman23 for a star-studded reception and charitable auction in support of the We The Best Foundation,” read the caption to the recent Instagram post by Cincoro. One photo from the series of snaps in the said IG post showed Auction item 3 which was Cincoro Tequila Limited Edition 1.75L Extra Anejo signed bottle and signed basketball by Michael Jordan.

The event wasn’t just about the auction though. Held at the Miami Beach Golf Club, the 2nd annual We The Best Foundation and Jordan Golf Classic offered plenty of unforgettable moments. One major highlight? DJ Khaled receiving his first-ever Diamond record and a massive plaque during the closing ceremony.

Attendees were spoiled with activities and brand activations. With names like Bun B’s Trill Burgers, Wendy’s, Draft Kings, LIV Miami, Gatorade, and, of course, Michael Jordan’s Cincoro Tequila and Jordan Brand making their mark.

It’s no secret that DJ Khaled has been a vocal fan of Cincoro – the tequila brand, part of MJ’s $3.5 billion empire. After celebrating the brand’s fifth anniversary with Jordan earlier this year, this collaboration feels like the perfect next step. And for a cause championed by Khaled’s family? It’s no wonder Jordan made this rare exception.

One of the most recent item that went up for auction under Michael Jordan’s name

Sotheby’s recent Genesis auction offered basketball fans and collectors a chance to own a slice of history. The legendary Air Jordan 8 Playoffs sneakers. These aren’t just any shoes but the very pair His Airness laced up during the first halves of Games 4 and 5 of the 1993 NBA Finals. Imagine holding the kicks that helped cement the Chicago Bulls’ place in NBA history.

Game 4 of that series was nothing short of extraordinary. Jordan didn’t just play, he dominated, dropping a jaw-dropping 55 points to lead the Bulls to a 111-105 victory over the Phoenix Suns. That win put Chicago up 3-1 in the series, edging them closer to yet another championship. Those scuffed soles and worn laces were part of that unforgettable night.

Sotheby’s opened bidding for these iconic sneakers on December 2nd, displaying them alongside other rare treasures in New York City from December 4th to 10th. With the auction house celebrating 40 years soon—just like Jordan Brand—it feels like the perfect tribute to a legacy that continues to inspire. With multiple memorabilia being auctioned time and again, a newly signed bottle of Cincoro Tequila and basketball from Michael Jordan was something fresh in the auction scenario.