Neymar’s NR sports acquires Pelé brand in landmark deal to preserve football icon’s legacy

Pelé’s globally recognised brand has been acquired by NR Sports, the company owned by Neymar’s father, Neymar Santos Sr., marking a major transfer of one of football’s most enduring commercial identities, Sport360NG reports.

The announcement was made on Tuesday at the Pelé Museum in Santos, the coastal city synonymous with the late Brazilian legend. Santos Sr. described the acquisition as a significant moment for the company and for Brazilian football heritage.

“We are proud to reach this milestone,” he said. “Pelé’s brand is incredibly powerful, and our goal is to strengthen its identity and bring it into the present.”

While financial details were kept confidential due to contractual agreements with former rights-holder Sport 10, local media in Brazil reported the deal to be valued at around $18 million.

Pelé, born Edson Arantes do Nascimento, is widely regarded as one of the greatest players in the sport’s history, having inspired Brazil to World Cup triumphs in 1958, 1962 and 1970. Although he passed away in December 2022, his daughter Flavia attended the handover ceremony.

“There are no words to describe the emotion of bringing back a brand that represents his soul, humanity, and love,” she told AFP. “As his daughter, I feel honoured and happy.”

NR Sports described the acquisition as a “repatriation” of a national treasure, calling Pelé “one of the greatest symbols in the history of global sport.” The company said the move is aimed at safeguarding, expanding, and enriching the legacy of the man known worldwide as the King of Football.