The non-breaching party must prove its damages providing evidence establishing to a reasonable certainty the nature and extent of the probable loss it has sustained or will in the future sustain.

FORBES: Oakley v. Rory McIlroy and Nike: Enforcing Rights Of First Refusal In Endorsement Agreements

In other words, in the eyes of the law, it would not be fair or reasonable to increase the amount of monetary damages payable by a breaching party by having it be responsible for losses of the aggrieved party that are reasonably avoidable.

FORBES: Oakley v. Rory McIlroy and Nike: Enforcing Rights Of First Refusal In Endorsement Agreements