One of the most powerful football brands in the world is changing hands. NR Sports, the company owned by the Neymar family, has reached an agreement for the exclusive use of Pele's name and image for around $18 million. With this deal, the Brazilian star's family takes over the management of the most recognizable commercial legacy in the country.
The acquisition is considered significant not only because of its financial size, but also because it paves the way for a total repositioning of the «Pelé» brand in the international market. After the legendary footballer's death in 2022, his commercial exploitation had been limited, leaving a huge cultural and business asset untapped.
A new plan for the future of the brand
NR Sports intends to develop new products, collections and partnerships with major international organisations, breathing new life into the brand. At its heart is the desire to tell the Pelé story to younger generations, combining the timeless value of the name with modern forms of branding.
The official presentation of the deal is scheduled for November 19 - a date that coincides with Pele's millionth goal, adding a special symbolism to the announcement.
Respect for the history of the “King”
Already the Neymar family company has taken steps to highlight the importance of the legacy. With its own funding, it has completely renovated Pele's iconic suite at Santos' Vila Belmiro stadium, transforming it into a place of honour for the top player in the history of Brazilian football.
The agreement opens a new chapter: the name «Pelé» returns to the forefront not just as a memory, but as a strategic commercial asset with global potential.
