NR Sports, the company owned by Neymar da Silva Santos, Neymar Sr., acquired Pelé’s brand and is expected to make the announcement official next Wednesday (19), the date that marks the anniversary of the King’s 1,000th goal.
UOL found that the deal was closed for US$18 million (around R$95 million at current prices). The value, however, is not officially confirmed.
The negotiation progressed because Pelé’s brand had been little explored since his death, on December 29, 2022. The former rights holder, the American company Sport 10, based almost its entire strategy on appearances by the idol himself at events.
NR Sports had already brought Neymar Jr.’s image closer to Pelé’s since the player’s return to Santos. In several materials, Neymar started to be addressed as “Prince”, in direct reference to the title of King of Santos’ greatest idol.
The company also renovated the box that was used by Pelé in Vila Belmiro, now frequented by his family. All the seats were replaced, a new bathroom was built, a glass covering was installed and the space gained air conditioning. The entire cost was covered by NR.
The acquired brand includes the use of Pelé’s image and name, licensing for products, historical collections and other properties. Plans for the new phase of brand management will be announced after the official announcement.
