Neymar’s family acquires Pelé brand
The family of Neymar Jr. has acquired the brand rights of legendary Brazilian footballer Pelé in a deal reportedly worth about US$18 million. The transaction was announced by Neymar’s father, via their company NR Sports, during a ceremony at the Pelé Museum in Santos, the coastal city deeply linked to Pelé’s career.
According to media reports, the acquisition grants NR Sports control over Pelé’s name, image rights, historical archives and all associated commercial licensing globally. The previous holder of the rights, a U.S.-based firm called Sport 10, had managed Pelé’s brand for several years.
At the handover, Pelé’s daughter expressed gratitude and emotion, saying that reclaiming her father’s brand felt like restoring “soul, humanity and love.” She described the moment as priceless. NR Sports described the deal as a “repatriation” of one of global sport’s greatest symbols.
The new owners have said their aim is to preserve and expand Pelé’s legacy. Plans include reviving the brand worldwide through licensing, products, collaborations, and archival projects bridging past glories with modern platforms.
