After filing for Chapter 11 bankruptcy earlier this spring, Colorado-based Sports Authority recently announced that the company would sell its intellectual property to rival retailer Dick’s Sporting Goods for $15 million. Included among the intellectual property (IP) assets are the company name itself and its e-commerce website—plus 114 million customer files and 25 million email addresses.

Needless to say, in the process of terminating business operations and liquidating more than 450 stores nationwide, Sports Authority unearthed an enormous amount of data that it’s now (desperately) trying to reallocate. But when closing the doors for good—whether it’s for strategic, economic or other reasons—auctioning off IP is just one direction that valuable company data can head in.

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