# Sporting memorabilia is big business, from Dallaglio medals to Cantona shorts

The Guardian’s Emma John examines how sports memorabilia has become a major commercial market, citing items like Lawrence Dallaglio’s medals and Eric Cantona’s shorts. The growing demand from collectors and rising auction prices show how fan culture and nostalgia have turned sports relics into valuable investments.

**Importance:** 2/5

## Sources

### Business
- [The Guardian Biz](https://www.theguardian.com/sport/2026/oct/16/from-dallaglios-medals-to-cantonas-shorts-sporting-memorabilia-is-big-business) — Fri, 16 Oct 2026 07:00:54 GMT