A historic deal: the Pelé brand changes hands

The most iconic name in world football now has new owners. NR Sports, the company run by Neymar Jr.’s father, has officially acquired the “Pelé” brand— a move set to revive and globalize the commercial legacy of the eternal King of football.

According to journalists Pedro Lopes Guimar and Danilo Lavieri (UOL), negotiations progressed smoothly, partly because the brand had been underused since Pelé’s passing on December 29, 2022. With this acquisition, NR Sports will control the use of Pelé’s name, image, historical archives, and all commercial opportunities linked to Brazil’s greatest sporting icon.

$18 million to preserve — and elevate — the King

Though the parties involved have not officially confirmed it, multiple sources report that the deal closed for approximately $18 million, a figure reflecting the immense cultural and commercial value of Pelé’s legacy.

The Neymar family aims to manage the brand more actively and globally, opening the door to new licenses, official products, international collaborations, and multimedia projects that will honor and expand the memory of the three-time World Cup champion.

The official announcement is expected on Wednesday the 19th, a symbolic date marking the anniversary of Pelé’s legendary 1,000th goal.

NR Sports is already leaving its mark

Beyond the acquisition, NR Sports also fully renovated the VIP box Pelé used at Vila Belmiro, now a regular gathering place for his family. The upgrades included new seats, a remodeled bathroom, glass paneling, and air conditioning.

The Neymar family’s company covered the entire cost— a gesture that demonstrates their commitment to preserving both the sentimental and commercial legacy of the King.

A legacy in safe hands

With this deal, the Neymar family becomes the principal caretaker of the biggest name in football history. It’s an ambitious and delicate mission: to protect Pelé’s memory, modernize his brand, and ensure his influence lives on for generations to come.