Neymar Family Acquires Pelé's Iconic Brand: A Historic "Repatriation" of Brazilian Football Legacy

SANTOS, Brazil – In a move that bridges generations of Brazilian football greatness, NR Sports, the company owned by Neymar Santos Sr., has officially acquired the global brand rights to the late football legend Pelé, marking a poignant "repatriation" of one of the sport's most enduring symbols. The announcement, made on Tuesday, November 25, 2025, at the Pelé Museum in Santos—the coastal city forever etched in the icon's career—signals a bold new chapter for preserving and modernizing the legacy of Edson Arantes do Nascimento, better known as Pelé. This acquisition, estimated at USD 18 million by Brazilian media outlets, transfers control from the U.S.-based firm Sport 10 to Brazilian hands, underscoring a commitment to infusing Pelé's timeless appeal with contemporary relevance.

Neymar Santos Sr., father of Paris Saint-Germain and Al-Hilal star Neymar Jr. and a savvy businessman with a keen eye for sports branding, stood before a crowd of journalists, family members, and football dignitaries at the museum's hallowed halls. The venue, a tribute to Pelé's extraordinary life and achievements, features artifacts from his glory days, including the ball from his 1,000th career goal scored on November 19, 1969. "We are proud to reach this milestone," Santos Sr. declared, his voice echoing with reverence. "Pelé's name remains a very strong brand with immense global value. We want to enhance its identity and bring it into the present." Flanking him was Flávia Kurtz, one of Pelé's seven children and a key steward of his estate since his death in December 2022. Visibly moved, she addressed the gathering: "There are no words to describe the emotion of bringing back a brand that is the soul, humanity, and love. It’s priceless… as his daughter, I feel honoured and happy."

The deal, shrouded in confidentiality agreements that bar full disclosure of terms, has been valued at approximately USD 18 million (around BRL 95 million at current exchange rates) by sources close to the negotiations. Sport 10, the American agency that had managed Pelé's commercial assets since shortly after his passing, had maintained the brand but reportedly underutilized its vast potential amid a post-pandemic slowdown in licensing deals. NR Sports, leveraging its expertise from handling Neymar Jr.'s multimillion-dollar endorsements with brands like Puma, Red Bull, and Gillette, steps in with a vision to "revitalize and expand" Pelé's commercial footprint globally.

This transaction is more than a mere business handover; it represents a cultural homecoming for Brazilian football. NR Sports framed the purchase as the "repatriation" of "one of the greatest symbols in the history of global sport," emphasizing its role in "preserving, expanding, and enriching the legacy of the King of Football." Early indications suggest plans for new licensing agreements, official merchandise lines, digital archives, and multimedia projects—potentially including documentaries, virtual reality experiences of Pelé's iconic moments, and collaborations with tech giants to digitize his historical files. "The goal is to position the Pelé brand at a level of global exploration that matches its importance in sport," according to market analysts tracking the deal.

Pelé's legacy, already monumental, provides fertile ground for such revival. Born on October 23, 1940, in Três Corações, Minas Gerais, Edson Arantes do Nascimento rose from humble shoeshine boy roots in Bauru to become the only player to win three FIFA World Cups (1958, 1962, and 1970), scoring over 1,200 goals in a career spanning Santos FC, the New York Cosmos, and the Brazilian national team. His dazzling dribbles, thunderous shots, and infectious joy earned him the moniker "O Rei" (The King), and UNESCO's declaration of him as a "sportsman of the century" in 1999. Even in retirement, Pelé's brand generated revenue through endorsements, books, and philanthropy, but his 2022 death from complications related to colon cancer at age 82 left a void in active management.

Now, under the Neymar family's stewardship, synergies between past and present Brazilian stars could amplify this heritage. Neymar Jr., 33, idolized Pelé growing up and has often cited him as an inspiration, from his flair-filled style to his global ambassadorship for Brazil. The younger Neymar, currently playing at Al-Hilal in Saudi Arabia, issued a statement via social media: "Honored to carry forward the legacy of the eternal King alongside my family. Pelé lives in every Brazilian heart—and now, in our vision for the future." Industry observers speculate on cross-promotions, such as joint apparel lines or youth academies blending Pelé's foundational techniques with Neymar's modern creativity, potentially tapping into the booming global sports merchandise market.

The acquisition arrives amid a surge in football's commercial evolution, where legacy brands are increasingly monetized through NFTs, esports tie-ins, and sustainable initiatives—areas where NR Sports has piloted success with Neymar's ventures. Legal experts note the deal's swift closure, facilitated by Pelé's family estate's desire for culturally aligned custodians, avoided protracted disputes that have plagued other icon estates. For Flávia Kurtz, who has championed her father's humanitarian causes through the Pelé Foundation, the partnership evokes continuity: "This isn't just business; it's family honoring family. Pelé always said football unites the world—now, we'll make sure his spirit does too."

Reactions poured in globally, from FIFA President Gianni Infantino, who hailed it as "a testament to football's unbreakable Brazilian soul," to fans flooding social media with #PeleLivesOn. In Santos, local businesses buzz with anticipation for tourism boosts, as the museum—already drawing 200,000 visitors annually—plans expanded exhibits on Pelé's intersections with modern stars like Neymar.

As NR Sports charts this course, the deal underscores a broader trend: the fusion of nostalgia and innovation in sports commerce. With Pelé's brand now "brought into the present," as Santos Sr. put it, the world watches how this torch-passing will illuminate football's future, ensuring the King's crown gleams brighter than ever.