NR Sports Buys Pelé Brand in Major US$18 Million Deal

NR Sports, managed by Neymar Sr., has acquired the Pelé brand for an estimated US eighteen million dollars, aiming to revive its global commercial presence. The official announcement will be made on November 19, the anniversary of Pelé’s thousandth goal. Plans include new licensed products, digital initiatives, and global partnerships to expand the legacy of the football legend.

For the sports industry, one of the most notable developments this week is NR Sports’ decision to acquire the rights to the Pelé brand in a deal valued at around US eighteen million dollars, which is close to ninety five million reais at current rates. The company, led by Neymar da Silva Santos, also known as Neymar Sr., completed the purchase after months of negotiations with the American firm Sport Ten, which had overseen the brand since Pelé’s passing in December 2022 but had not fully explored its commercial potential. 

The official announcement will take place on November nineteen, a date chosen for its symbolic importance as it marks the anniversary of Pelé’s thousandth career goal. NR Sports plans to use its expertise in managing the Neymar Jr. brand to revitalize Pelé’s global presence, with an emphasis on licensing, international product lines, digital initiatives, and strategic partnerships with major global companies. 

The acquisition brings together the commercial management of two of football’s most influential figures, creating opportunities for synergy between Pelé’s historic legacy and Neymar Jr’s contemporary appeal. Industry observers believe this move could redefine how athlete brands are handled after retirement or death, with NR Sports expected to position the Pelé name at a level of global relevance that aligns with its iconic status.