FOXBOROUGH – Across his six Super Bowl rings, Robert Kraft admitted that he does have his favorites. 

So what would make him give up his second favorite ring? 

The answer: Fanatics CEO Michael Rubin. 

"Here's what a good salesman he is. He got me to give up my second favorite Super Bowl ring," Robert Kraft said at ‘Merch Madness: Fan Gear Giveaway’. "He talked me into it."

Kraft's second favorite Super Bowl ring was from the Patriots' 34-28 victory over the Atlanta Falcons in Super Bowl LI, after New England went into the half, down 21-3. 

In a historic win, Kraft's attachment to the ring was due to the main message that was learned from that game. 

"I love that ring because it's the symbolism of life, never to give up. Always think big and have hope,"  Kraft said.  

Rubin created the All In Challenge to raise money for numerous different charities and causes during the COVID-19 pandemic. And with that, Kraft gave up his Super Bowl ring to be auctioned off. 

And it sold for $1.2 million in 2020, with all that money going to charity.  

So when Rubin came to Kraft with the idea of giving out $20 million of merchandise in one day, the Patriots owner was all for the idea. 

"Robert said we what to do everything we can to help you," Rubin said when talking about his conversations with Kraft prior to the event. "You're always my first phone call."

Kraft and Rubin were joined by Patriots, Boston Celtics, and New England Revolution players who were all at the Socios.com Field House next to Gillette Stadium. Local Boys & Girls Clubs were given the opportunity to meet and play alongside the players while also receiving tons of free gear. 

Featured Image via Mark J. Rebilas-USA TODAY Sports