New England Patriots owner Robert Kraft is auctioning off his NFL Super Bowl LI ring for charity.
Kraft made the announcement on Sunday to benefit the 'All In Challenge', which has raised more than $38million to feed those in need.
The Patriots owner joined the digital fundraiser, putting up his personal championship ring from New England's stunning 34-28 victory over the Atlanta Falcons in 2017 after the team trailed 28-3 in the third quarter.
The top bidder will be flown on Kraft's private plane to Gillette Stadium, where they will receive the ring from the 78-year-old.
"What could I do that would be special? I've been thinking about it for weeks," Kraft said in a video posted on social media.
"I finally thought about our experience in Super Bowl LI against the Atlanta Falcons. We were down 28-3 [in the third quarter] and had 99.6 per cent [odds] to lose. And we came back, and we won.
"And I thought about what is going on at this time and wanted to give something of extreme value in support of our health care workers. So I thought it would be good to give this ring, our fifth Super Bowl win, because it showed how we came back."