Frank Draskovic writes:

Soccer superstar Pele's medals, awards and memorabilia were sold at auction June 7-9, 2016 in London by Los Angeles based Julien'sAuctions. Among the 1609 lots were many items of interest to ODM (Order, Decoration & Medal) and general medal collectors.

Just two of the many official international awards being sold, Brazil awarded their favorite son the Order of Military Merit and the Order of Aeronautical Merit (lots 69 and 70). Both Grand Officer sets with original 1995 award documents and citations, they realized, respectively, $1440 and $1106, about three times what an anonymous recipient's medals of similar late vintage might bring, but not excessive considering Pele's international fame.

By comparison his 1970 Mexico FIFA World Cup Winner's Medal, and a record third World Cup medal for Pele (lot 1538), brought $498,000. Such a lofty price for a small 18 karat gold, and in this case, un-named medal, demonstrates that for award medals, both military and civilian, collectors' perecived valuations are strongly based on the fame and exploits of the recipient, not only the rarity, or lack thereof, of the medal itself.

Caption descriptions and prices realized of all 1609 lots, including the 25/20% buyer's fee, can be viewed at...
http://www.juliensauctions.com/auctions/2016/pele/results.html

The entire lavishly illustrated three volume set of catalogs can be seen at...
http://www.juliensauctions.com/auctions/2016/pele/icatalog-list.html