Pelé brand acquisition completed by Neymar Jr’s family, marking a major milestone in preserving and expanding the football legend’s legacy

SANTOS, Brazil, 26 November 2025 — The global brand of Brazilian football icon Pelé has been acquired by the family of Neymar Jr, following a purchase by NR Sports, the company owned by Neymar Santos Sr.

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Neymar Sr announced the acquisition on Tuesday at the Pelé Museum in Santos, the coastal city where Pelé rose to worldwide fame.

He described the milestone as a key step in preserving the legend’s enduring legacy. “We are proud to reach this milestone,” he said.

“Pelé’s name remains a very strong brand with immense global value. We want to enhance its identity and bring it into the present.”

While confidentiality agreements prevented disclosure of full terms, Brazilian media reported the deal was valued at approximately USD 18 million. The rights were previously held by U.S.-based company Sport 10.

Pelé, born Edson Arantes do Nascimento, won three World Cups for Brazil in 1958, 1962, and 1970 and passed away in December 2022.

His daughter, Flavia, attended the ceremony and described the occasion as deeply emotional.

“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,” she said.

NR Sports described the acquisition as the “repatriation” of “one of the greatest symbols in the history of global sport,” adding that the move represents a major step toward preserving and expanding Pelé’s legacy for future generations.

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The transfer of Pelé’s brand to Brazilian ownership underscores the enduring influence of the late footballer and highlights the growing global reach of Brazilian football icons.