The iconic football legacy of Pelé has a new custodian: Neymar Santos Jr. and his family. On Tuesday, NR Sports, owned by Neymar’s father, Neymar Santos Sr., announced that it had purchased the rights to Pelé’s brand, marking a major milestone in Brazilian sports business.
The announcement was made at the Pelé Museum in Santos, the coastal city where the legendary player was born. Speaking at the event, Neymar Sr. told AFP:
“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.”
While the exact terms were kept confidential due to agreements with the previous owner, US-based Sport 10, Brazilian media reports indicate the deal is valued at $18 million.
Pelé, born Edson Arantes do Nascimento, is widely regarded as one of football’s greatest players, leading Brazil to three World Cup victories in 1958, 1962, and 1970. Though he passed away in December 2022, his daughter Flavia attended the ceremony, expressing her pride in seeing the brand preserved:
“There are no words to describe the emotion of bringing back a brand that is the soul, humanity, and love. It’s priceless… as his daughter, I feel honoured and happy.”
NR Sports described the acquisition as a “repatriation” of one of football’s most iconic symbols, emphasising its commitment to preserving, expanding, and enriching Pelé’s legacy on a global scale.
