In a major move within the footballing world, Neymar’s father, through his company NR Sports, has successfully acquired the legendary Pelé brand for a staggering $18 million (approximately 220 crore Bangladeshi Taka). The iconic brand, which had previously been under the ownership of an American agency named Sports 10, will now be managed by NR Sports following prolonged negotiations.
This historic deal will be formally announced tomorrow, Wednesday, at the Pelé Museum in Santos. Remarkably, this date coincides with the anniversary of Pelé’s 1,000th career goal, scored 56 years ago during a match between Vasco da Gama and Santos.
Pelé’s brand encompasses the football icon’s name, image, licensing rights for products, historical archives, and a range of other assets related to his extraordinary career. The brand also represents one of the most recognisable sports figures in history. However, it remains unclear whether any strategic plans are in place regarding the future direction of this new partnership.
A Strategic Purchase?
One reason behind NR Sports’ keen interest in purchasing Pelé’s brand is the limited use of the legend’s image since his death on 29 December 2022. The company believes that Pelé’s brand has not been properly utilised or commercialised in the period following his passing. NR Sports sees potential in revitalising and managing the brand more effectively, with a view to enhancing its visibility and value.
As part of the acquisition, Neymar’s father’s company has already made its mark by refurbishing the VIP box once used by Pelé at Vila Belmiro, which is now used by the footballer’s family. Additionally, since Neymar’s arrival at Santos, NR Sports has started referring to the Brazilian star as ‘The Prince’, drawing a direct parallel with Pelé’s ‘King’ moniker, symbolising his status as the club’s greatest-ever player.
There is speculation that with the Pelé brand now in the hands of Neymar’s father, Santos FC could more actively incorporate Pelé’s legacy into its operations, without separating the legendary figure from the club. However, the club itself has yet to comment on the matter.
A New Era for Pelé’s Brand
For Pelé’s brand to remain relevant and active posthumously, a solid business strategy is essential. Neymar is reportedly involved in the development of this plan, ensuring that the brand continues to thrive under its new ownership. Furthermore, Pelé’s family is closely engaged in the process, maintaining a link to the football icon’s legacy.
While the acquisition of Pelé’s brand for $18 million may seem low given the global recognition of the legendary player, there has been some surprise at the price. Milton Neves, a columnist for UOL, expressed his disbelief at the valuation of the brand, commenting, “It is truly difficult to understand why the brand of the greatest sportsman in history has such a low market value. But the reality is that, particularly in Brazil, Pelé has often been undervalued, while others have been overvalued in comparison to their actual contributions or performances.”
Table: Breakdown of Pelé’s Brand Sale
| Item | Details |
|---|---|
| Purchaser | NR Sports (Neymar’s father’s company) |
| Sale Price | $18 Million (£14.5 Million) |
| Previous Owner | Sports 10 (American agency) |
| Key Assets | Pelé’s image, name, licensing rights, historical archives, and more |
| Significant Date for Announcement | Pelé’s 1,000th goal anniversary, 56 years ago |
| Primary Strategic Involvement | Neymar and Pelé’s family |
Pelé’s brand has long been a symbol of excellence, representing not just a legendary career, but the very essence of footballing greatness. With Neymar’s family at the helm, it seems likely that Pelé’s legacy will be safeguarded and promoted for future generations. Whether this will result in a more commercially viable brand remains to be seen, but it certainly marks the beginning of an exciting new chapter in the history of one of the greatest footballers of all time.