Pele’s iconic brand has returned to Brazilian hands after Neymar Santos Sr.—father of Neymar Jr and owner of NR Sports—announced the acquisition of its global usage rights on Tuesday.
The announcement was made at the Pele Museum in Santos, the coastal city forever linked with the late Brazilian legend. “We are proud to reach this milestone,” Santos Sr said. “It’s a powerful brand, and we want to strengthen its identity and bring it into the present.”
While specific financial details were kept confidential due to contractual agreements with former owners Sport 10 (USA), Brazilian reports estimate the deal at around $18 million.
Pele—born Edson Arantes do Nascimento and widely regarded as the greatest player in football history—led Brazil to three World Cup titles in 1958, 1962, and 1970. Although he passed away in December 2022, his daughter Flavia attended the ceremony marking the brand’s new chapter.
“There are no words to describe the emotion of bringing back a brand that represents soul, humanity, and love,” Flavia said. “As his daughter, I feel honoured and happy.”
NR Sports described the acquisition as a “repatriation” of one of sport’s most significant global symbols, calling it a key step in preserving and expanding the legacy of the King of Football.
