A New Era for a Football Icon

The commercial rights to the brand of Brazilian football legend Edson Arantes do Nascimento, universally known as Pelé, have been acquired by NR Sports, a company owned by the father of fellow Brazilian superstar Neymar Jr. The landmark deal, announced on Tuesday, November 25, 2025, at the Pelé Museum in Santos, Brazil, transfers the stewardship of one of football's most revered legacies. Neymar Santos Sr., the head of NR Sports, confirmed the acquisition, stating, "We are proud to reach this milestone... We want to enhance its identity and bring it into the present."

Details of the Acquisition

While the financial terms of the purchase remain officially undisclosed due to confidentiality agreements, Brazilian media outlets have widely reported the deal to be valued at approximately $18 million. The rights were previously held by the US-based company Sport 10, which had managed the brand for over a decade. The acquisition grants NR Sports control over Pelé's name, image, historical archives, and all associated commercial opportunities. In a statement, NR Sports described the move as a "repatriation" of "one of the greatest symbols in the history of the global sport," and a "decisive step towards the preservation, expansion, and enrichment of the legacy of the King of Football."

The announcement was timed to coincide with the anniversary of Pelé's 1,000th career goal, a historic moment he scored on November 19, 1969. Pelé's daughter, Flavia Arantes do Nascimento, who was present at the ceremony, expressed her emotional support for the deal. "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.

Global Significance and Kenyan Context

Pelé, who passed away in December 2022, is a monumental figure in world history, celebrated not just for his on-field genius but also for his global influence. He is the only player to have won three FIFA World Cups (1958, 1962, and 1970) and became a global ambassador for the sport. His legacy has a particular resonance in Africa, where he was one of the first Black sporting superstars to achieve worldwide acclaim during the era of decolonization. Pelé's visits to the continent were significant cultural events, including a controversial trip to Kenya in 1976 as part of a youth football program with Pepsi. The tour was marred by disputes with the then-Kenya Football Federation, which limited his public appearances.

For the Kenyan public and the wider East African region, the acquisition is primarily of global sporting and business interest. Both Pelé and Neymar Jr. have substantial fan bases in Kenya, with merchandise for both players readily available. The deal signifies a strategic move to actively manage and modernize the Pelé brand, which some felt was underutilized by its previous owners. NR Sports, which successfully manages Neymar Jr.'s extensive commercial portfolio, plans to introduce new licensed products, international collaborations, and digital initiatives to connect Pelé's legacy with new generations of fans worldwide.

Looking Forward

The Neymar family's company has already demonstrated its commitment to preserving Pelé's heritage by funding the renovation of the VIP box Pelé used at the Vila Belmiro stadium, home of Santos FC, the club where both he and Neymar Jr. rose to fame. This acquisition is seen as a move to ensure the enduring commercial and cultural power of a player widely considered the greatest of all time. By bringing together the brands of Brazil's most iconic footballer of the past and its most famous active player, NR Sports is creating a powerful synergy that aims to celebrate and expand the country's rich footballing history on the global stage.