Since some people doubt the accuracy of the Notre Dame scoreboard post Insights linked to yesterday, I called Steiner Sports back again and spoke with the account manager for the Notre Dame scoreboard auction, Pete Kelly. Notre Dame, meanwhile, is in its second year of an exclusive partnership for Irish memorabilia, according to Kelly, which helps verify the claim. Plus, there's the fact that Kelly confirmed the auction as part of a 1,500-plus massive July auction Steiner is putting together.

"What happens is," Kelly said. "Our partnership with Notre Dame is such that there are certain items we share in a sales role."

Kelly said Notre Dame was getting rid of the scoreboard, so Steiner offered to auction it. There is a reserve price, though, and if it is not met Steiner will potentially keep the scoreboard and display it in their facility.

And all proceeds from the auction, Kelly said, go back to the Notre Dame athletic department. Steiner is also hoping auctions like this make people aware of their partnership with Notre Dame.

"The brand is part of our job every year," Kelly said. "Part of the job is getting brand awareness to the partnership."