From King to Prince: Pelé Brand Now in Neymar’s Hands

In a landmark move linking two generations of Brazilian football royalty, Neymar Santos Jr. has acquired the commercial rights to Pelé’s iconic brand through his father’s company, NR Sports. The announcement was made on Tuesday at the Pelé Museum in Santos, the coastal city where the legendary star built his legacy.

Neymar Santos Sr., who heads NR Sports, expressed deep pride after finalizing the agreement.
“I think it’s a very strong brand. We want to enhance its identity and bring it into the present,” he said, highlighting plans to modernize and expand Pelé’s global brand identity.

Neymar’s Homecoming

Neymar currently plays for Santos FC in Brazil, having returned to his boyhood club in 2025 after his stint with Al-Hilal in Saudi Arabia. Before the Saudi Pro League move, he represented some of Europe’s biggest clubs — FC Barcelona and Paris Saint-Germain — and began his senior career at Santos. His comeback to the club marked an emotional reunion with the place where his rise to global stardom began, and he now wears the iconic number 10 jersey, once worn by Pelé himself.

The Pelé Deal

While the financial details of the acquisition remain confidential due to agreements with the former owner, US-based Sport 10, Brazilian media estimates the deal at around $18 million.

Pelé — born Edson Arantes do Nascimento — is widely regarded as the greatest footballer in history, leading Brazil to three FIFA World Cup titles in 1958, 1962 and 1970. He passed away in December 2022 at age 82, leaving behind one of sport’s most enduring legacies.

His daughter, Flavia, attended the ceremony marking the transfer and spoke with emotion.
“There are no words to describe the emotion of bringing back a brand that embodies soul, humanity, and love. It’s priceless… As his daughter, I feel honoured and happy,” she told AFP.

NR Sports described the acquisition as a “repatriation” of one of the greatest symbols in the history of global sport, emphasizing their commitment to preserving, expanding, and enriching the legacy of the King of Football.

A Symbolic Passing of the Torch

This powerful partnership connects Pelé, the eternal King, with Neymar, regarded by many as his modern heir — a symbolic moment uniting past and present Brazilian greatness.

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