A Huddersfield Town match programme from the 1920s was sold for an amazing £2,760 at auction.
It was a far cry from its original price of just 2d.
A packed Sotheby's saleroom saw telephone bidders and agents vying for lots at the specialist sports auction.
It had been estimated that the programme for the Town v Liverpool Charity Shield game at Old Trafford on May 10, 1922 would fetch between £600 and £800.
A Sotheby's spokeswoman said: "This is a vivid example of how high the prices for football programmes are going, especially if they are in good condition."
At the same sale Town memorabilia connected with the 1930 FA Cup Final against Arsenal at Wembley went under the hammer for £900.
The lot included a programme, a lunch menu signed by Town stars and two postcards of Town legend Billy Smith. The Sotheby's spokeswoman said it had been an extremely good sale and the auction room had been packed with individuals and agents acting for telephone bidders.
The prime lot was Bill Brown's Tottenham Hotspur 1960 to 61 old Division One and FA cup winners medals which raised £16,800.
A watercolour painting of the first game played under artificial light at Mansfield fetched £12,000.
A cuttings album charting the early history of Manchester United made £7,800 and a set of 32 1966 World Cup tickets made £5,040.