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Neymar Family Company Acquires Rights to Pele’s Global Brand
NR Sports, owned by Neymar Jr.’s father, has acquired Pele’s global brand in a deal reportedly worth $18 million. Announced at the Pele Museum in Santos, the move aims to preserve and expand the legacy of the late football icon, with his daughter Flavia calling the moment “priceless.”
Pele’s brand has officially been acquired by NR Sports, the company owned by Neymar Santos Sr., father of Brazilian football star Neymar Jr. The announcement was made Tuesday at the Pele Museum in Santos—the coastal city forever associated with the late football legend.
“We are proud to reach this milestone,” Santos Sr. said as he confirmed the purchase, describing Pele’s brand as “very strong” and noting, “We want to enhance its identity and bring it into the present.”
Although the financial terms were not made public due to confidentiality agreements with the previous rights holder, US-based Sport 10, Brazilian media reports estimate the deal at around $18 million.
Pele—born Edson Arantes do Nascimento and widely regarded as one of the greatest footballers of all time—won three FIFA World Cups with Brazil in 1958, 1962 and 1970. He passed away in December 2022.
His daughter, Flavia, attended the ceremony marking the transfer of brand ownership. “There are no words to describe the emotion of bringing back a brand that is the soul, humanity, love. It’s priceless… as his daughter, I feel honored and happy,” she told AFP.
In a statement, NR Sports described the acquisition as a “repatriation” of “one of the greatest symbols in the history of the global sport,” adding that it marks “a decisive step towards the preservation, expansion, and enrichment of the legacy of the King of Football.”
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