On November 18, 2025, Neymar and his father, Neymar Sr., officially completed the acquisition of the entire brand of football legend Pele. This marks a major strategic move, not only solidifying Neymar’s position in sports business but also opening opportunities to promote Brazilian football on a global scale. The deal is valued at approximately 18 million USD and will be officially announced on November 19, coinciding with the anniversary of Pele’s 1,000th career goal.
Neymar and NR Sports Officially Own the Pele Brand
According to UOL, NR Sports — a company owned by Neymar and his father — has finalized the acquisition of the Pele brand. Valued at around 18 million USD, the deal reflects the long-term commercial potential of the brand. The acquisition was facilitated by the fact that the Pele brand had been largely dormant since the legend passed away at the end of 2022. Previously, the American company Sport 10 held the rights, but its commercial effectiveness was limited, as it depended heavily on Pele’s direct participation in events. Many opportunities were left untapped.
By taking over the Pele brand, Neymar and NR Sports are not only making a business move but also continuing the legacy of Brazilian football. Pele’s image is a global symbol, intertwined with the history and culture of Brazilian football, and Neymar now officially controls its management and commercialization with a modern vision.
The History of the Pele Brand and Its Global Value
Pele, known as the “King of Football,” is one of the greatest players of all time. Beyond his legendary skills, spectacular goals, and unmatched records, Pele built a sustainable personal brand associated with sports products, advertising events, and media contracts.
After Pele’s passing, the brand’s activities were largely frozen. Sport 10, the previous rights holder, relied mainly on Pele’s direct presence in events. Without him, many contracts stalled, and Pele-branded products struggled to reach new consumers. This created a golden opportunity for Neymar and NR Sports, who are ready to revive and expand the brand with a long-term strategy.
Linking Neymar to Pele’s Legacy
Since returning to Santos, Neymar has been dubbed the “Prince of Football” by Brazilian media, serving as a counterpoint to Pele’s title of “King of Football.” NR Sports has designed a branding strategy connecting Neymar closely with Pele’s image — from media appearances and event participation to community projects and advertising campaigns.
Neymar has frequently taken part in activities honoring Pele, emphasizing their shared values of sportsmanship, dedication, and social responsibility. Owning the Pele brand allows Neymar to officially use Pele’s image, name, historical records, and product licenses, opening unprecedented commercial and media opportunities.
Additionally, NR Sports has invested in renovating the VIP area at Vila Belmiro Stadium — once used by Pele. Upgrades include new seating, bathrooms, glass panels, and air conditioning. This effort serves both commercial purposes and as a tribute to Pele’s legacy, while providing a professional platform for football events and promoting Neymar’s image.
Impact on Brazilian Football and the Community
Neymar’s ownership of the Pele brand carries more than commercial significance. It provides an opportunity to modernize Brazilian football, honoring the past while leveraging global media value.
Experts predict the deal will enhance Santos and other Brazilian clubs’ appeal to sponsors, improving their domestic and international image. Combining Pele’s iconic status with Neymar’s global appeal can promote Brazilian football worldwide — across entertainment products, sponsorships, and youth football initiatives.
NR Sports’ management of the Pele brand also allows younger generations to engage with Pele’s legacy professionally and inspiringly. Football academies, training centers, and community programs can use Pele’s story and image to inspire and educate.
Business Perspective and the Sports Market
Neymar’s acquisition reflects a broader trend: athletes as business leaders and brand managers. Owning the Pele brand grants rights to monetize both physical and digital products — from sports gear, apparel, and memorabilia to video games, NFTs, and online events.
NR Sports can develop partnerships with major sports brands, streaming platforms, and international football events, expanding Pele’s brand value beyond Brazil. This long-term strategy preserves Pele’s legacy while generating revenue and strengthening Neymar’s influence in sports business.
Announcement Timing and Media Significance
The acquisition will be officially announced on November 19, coinciding with the anniversary of Pele’s 1,000th career goal. This timing enhances media impact and marketing momentum. Choosing this date not only honors Pele but also directly associates Neymar with Brazil’s football legacy.
Marketing experts note that the announcement timing will create strong ripple effects across social media, television, press, and digital platforms, ensuring Neymar and NR Sports’ global visibility.
Conclusion: A New Milestone
Neymar and NR Sports’ ownership of the Pele brand marks a milestone in both football and sports business. It represents the fusion of legacy, talent, and modern business strategy. The deal opens opportunities to promote Brazilian football globally while elevating Neymar’s image from top player to entrepreneur and role model for the next generation.
With full rights to Pele’s image, name, and associated assets, NR Sports and Neymar can develop commercial, educational, and community projects, ushering in a new chapter in Brazilian football history.