The Neymar family is acquiring the Pele brand in a deal worth $18 million

Brazilian legend Pelé’s brand ended up in the hands of another prominent Brazilian athlete, Neymar Santos Jr., after his father’s company said Tuesday it had bought the rights to use it.

Neymar Santos Sr., owner of NR Sports, announced the news at the Pele Museum in Santos, the Brazilian coastal city made famous by the legendary late player.

“We are proud to reach this milestone,” said Santos Sr., adding, “I think it is a very strong brand. We want to strengthen the identity and bring it into the present.”

Terms of the purchase were not disclosed due to confidentiality agreements with the previous owner, American Sport 10, but Brazilian media reported the deal was worth $18 million.

Considered by many to be the greatest footballer of all time, Pelé, born Edson Arantes do Nascimento, helped his native Brazil to three World Cup victories in 1958, 1962 and 1970.

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Although the Brazilian legend passed away in December 2022, his daughter Flavia was present at the ceremony for the new owners of his brand.

«There are no words to describe the emotion of bringing back a brand that represents the soul, humanity and love. It is priceless… as his daughter I feel honored and happy,» she told AFP.

In a statement, NR Sports called the acquisition a «repatriation» of «one of the greatest symbols in the history of global sport.»

“It represents a decisive step towards preserving, expanding and enriching the legacy of the King of Football.”

Published on November 26, 2025