The global brand of football icon Pelé has officially been acquired by the family of Brazilian superstar Neymar Jr., marking one of the most significant intellectual-property deals in the history of Brazilian sports.
The announcement was made on Tuesday by Neymar Santos Sr., owner of NR Sports, during a ceremony at the Pelé Museum in Santos, the coastal city where the legendary player rose to fame.
“We are proud to reach this milestone,” Santos Sr. said. “It’s a very strong brand. We want to enhance its identity and bring it into the present.”
Although the exact financial details were not disclosed due to confidentiality agreements with former rights-holder Sport 10 (a US-based company), Brazilian media outlets report the deal was valued at $18 million.
Pelé — born Edson Arantes do Nascimento — is celebrated worldwide as one of football’s greatest players. He led Brazil to three FIFA World Cup triumphs in 1958, 1962, and 1970, a feat unmatched by any other player.
He died in December 2022, but his legacy continues to shape global sports culture.
At the handover event, Pelé’s daughter Flavia expressed her deep emotion over the brand’s “return” to Brazil.
“There are no words to describe the emotion of bringing back a brand that is the soul, humanity, love. It’s priceless… as his daughter, I feel honoured and happy,” she said.
NR Sports described the acquisition as a “repatriation” of one of history’s greatest sports symbols, noting that the move is aimed at preserving and expanding Pelé’s legacy for future generations.
“It represents a decisive step towards the preservation, expansion, and enrichment of the legacy of the King of Football,” the company said.
The Neymar family is expected to revitalise the Pelé brand across global markets, using modern marketing, licensing, and partnerships to ensure that the “King of Football” remains a dominant cultural force.
