Barcelona, November 2025 — Neymar Jr. and his father, Neymar da Silva Santos Sr., have completed the acquisition of Pelé’s brand rights for approximately $18 million, securing control over the late Brazilian legend’s name, image, and historic archives. The deal, executed through the family’s company NR Sports, marks one of the most significant brand transfers in football history.
Transaction Overview
- Buyer: NR Sports (Neymar Jr. and Neymar Sr.)
- Seller: Sport 10 (U.S.-based agency previously managing Pelé’s commercial assets)
- Valuation: $18 million (approx. €15.5 million)
- Assets Acquired:
The signing is scheduled for November 19, 2025, symbolically aligned with the anniversary of Pelé’s 1,000th career goal.
Strategic Rationale
Pelé’s brand has long been underexploited commercially, despite his unmatched sporting record and global recognition. By consolidating rights under Neymar’s family, the brand gains a single, authoritative steward with both the capital and global reach to reposition Pelé as a modern commercial property.
For Neymar, the acquisition represents both a tribute and a strategic expansion. His own brand commands global sponsorships and digital reach, offering a ready-made distribution network to activate Pelé’s legacy across media, merchandising, and experiential platforms.
Market Implications
The $18 million valuation is modest compared to comparable legacy sports brands:
- Muhammad Ali’s estate was valued at over $60 million in licensing deals.
- Michael Jordan’s brand continues to generate billions annually through Nike’s Jordan Brand.
Pelé’s brand, properly activated, could scale well beyond its purchase price. Potential revenue streams include:
- Global licensing in apparel, collectibles, and memorabilia
- Media projects (documentaries, streaming series, archival releases)
- Experiential ventures (museums, academies, branded events)
- Digital assets (NFTs, interactive archives, gaming partnerships)
Investor Perspective
From an investor standpoint, the acquisition is a classic undervalued asset play. Pelé’s name carries universal recognition but has lacked structured monetization. Neymar’s stewardship introduces both credibility and execution capacity.
The deal positions NR Sports as a heritage brand consolidator in football — a role with significant upside as the sport increasingly monetizes its icons. Analysts suggest Pelé’s brand could achieve a valuation multiple of 5–10x the acquisition price if global licensing and digital strategies are executed effectively.
Conclusion
The Neymar family’s acquisition of Pelé’s brand is more than a symbolic gesture. It is a calculated transaction that transforms football’s greatest legacy into a scalable commercial asset. For investors and industry observers, it underscores a broader trend: football heritage is becoming institutional capital, and the custodianship of icons like Pelé may prove as valuable as the players themselves.