Neymar Jr. acquires Pelé brand in landmark deal to preserve football legend’s legacy

Neymar Jr. acquires Pelé brand in landmark deal to preserve football legend’s legacy

The global legacy of Pelé, one of the greatest figures in the history of football, has entered a new chapter as Brazilian superstar Neymar Santos Jr. has officially taken ownership of the iconic Pelé brand. The acquisition was announced on Tuesday by Neymar’s father and CEO of NR Sports, Neymar Santos Sr., during a ceremony at the Pelé Museum in Santos.

Santos Sr. described the deal as a major milestone, saying: “We are proud to reach this milestone. I think it’s a very strong brand. We want to enhance its identity and bring it into the present.”

Though the financial terms remain confidential due to agreements with the previous owner, US-based Sport 10, Brazilian media reports estimate the acquisition at $18 million.

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Pelé, born Edson Arantes do Nascimento, is widely hailed as the greatest footballer of all time, having led Brazil to three World Cup victories in 1958, 1962 and 1970. His daughter, Flavia, attended the ceremony and expressed her joy at seeing the brand return to Brazilian hands. “There are no words to describe the emotion of bringing back a brand that is the soul, humanity, love… as his daughter, I feel honoured and happy,” she told AFP.

NR Sports described the acquisition as a “repatriation” of “one of the greatest symbols in the history of global sport,” calling it a decisive step toward preserving and expanding the legacy of the King of Football.

Pelé, who passed away in December 2022, remains a towering figure in global sports culture, and the brand’s return to Brazil under the stewardship of Neymar Jr. marks a significant effort to safeguard and modernise his enduring heritage.

Neymar Jr. acquires Pelé brand in landmark deal to preserve football legend’s legacy