NR Sports, the family company of Neymar Jr., has acquired the rights to the Pelé brand in a landmark deal. This move is being hailed as a “repatriation” of one of football’s greatest symbols, ensuring the King’s legacy remains in Brazilian hands.
The announcement was made at the Pelé Museum in Santos, the coastal city where Pelé rose to fame with Santos FC. The deal, previously managed by U.S.-based firm Sport 10, is valued at approximately $18 million, according to Brazilian media.
Pele Museum in Santos, Brazil
For Neymar’s family, the acquisition represents more than a business transaction. “We are proud to reach this milestone,” said Neymar Sr., adding, “Pelé’s brand is very strong. We want to enhance its identity and bring it into the present.”
Pelé’s daughter, Flavia, attended the ceremony and expressed her emotion: “There are no words to describe the feeling of bringing back a brand that is the soul, humanity, and love. It’s priceless… as his daughter, I feel honored and happy.”
NR Sports described the move as a “repatriation” of Pelé’s legacy, pledging to preserve, expand, and modernize the King of Football’s image through new licensing deals, multimedia projects, and international collaborations.
Pelé, born Edson Arantes do Nascimento, remains one of the most iconic figures in world sport, having led Brazil to three World Cup victories (1958, 1962, 1970).
His passing in December 2022 left a void, but this acquisition ensures his brand will continue to resonate with future generations.
The symbolism is powerful: Neymar, now carries the responsibility of safeguarding and amplifying the greatest name in football history.
Source: Redaction Ballocentre.com
Images: GETTY, NR SPorts and Neymar Jr