A jersey worn by a member of the K-pop group BTS during the halftime show of a recent World Cup final has sold for a higher price than a signed jersey belonging to Argentine captain Lionel Messi. The BTS member's shirt sparked an unexpected bidding war at an auction of items related to the 2026 World Cup. This result surprised many, as Messi's autographed jersey was expected to be the top-selling item. The BTS jersey became one of the most coveted pieces in the auction. The final sale price exceeded expectations, demonstrating the immense popularity and collecting power of K-pop fans. This underscores a growing trend of music memorabilia rivaling traditional sports collectibles in value. The auction highlighted a shift in the landscape of sports and entertainment collectibles.