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

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.