Neymar Family Takes Over Pelé’s Brand in $18-Million Deal
NR Sports, owned by Neymar Santos Sr., has acquired the global brand rights of late football legend Pelé in a landmark deal worth $18 million. Announced at the Pelé Museum in Santos, the transaction marks the “repatriation” of one of sport’s most recognizable names. Previously controlled by US-based Sport 10, Pelé’s brand now returns to Brazil. Neymar Sr. says the purchase aims to enhance Pelé’s identity and legacy, keeping his global relevance alive. Pelé’s daughter Flavia expressed pride and emotion at reclaiming her father's brand, calling it “the soul, humanity, and love” of the football icon. The acquisition will allow the Neymar family to expand Pelé’s legacy through new initiatives and partnerships, honoring the three-time World Cup winner’s impact on sport and culture.