According to Brazilian media UOL, Neymar’s father’s company acquired Pele’s brand for US$18 million.

NR Sports, the company of Neymar's father Neymar da Silva Santos, has acquired Pele's brand. The related brands cover Pele's image use rights, name use rights, product licensing, historical collections and other assets. The news is expected to be officially announced on Wednesday, which is also the anniversary of Pele's 1,000th goal. UOL said the acquisition fee was US$18 million, but the price has not yet been officially confirmed.

The reason why this acquisition was successfully completed is that since Bailey passed away on December 29, 2022, his personal brand has not been developed enough. The American company Sport 10 previously owned the Pele brand, but their past marketing strategies relied almost entirely on Pele's own exposure at events.

Since Neymar returned to Santos Club at the beginning of this year, NR Sports’ brand promotion strategy for Neymar has gradually been linked to Pele. In multiple promotional advertisements, Neymar is called “Prince”, which echoes Pele’s nickname of “King of Balls”.

In addition, NR Sports also renovated the Santos home box that Pele once used. The right to use this box currently belongs to members of the Pele family. NR Sports was responsible for all renovation costs, replacing seats in the boxes, building new bathrooms, installing glass walls and air conditioning.