Marketing Of Pele Increasing, Could Top $30M Next Year

Licensing Exec Expects Pele Marketing To Top $30M In ‘07

Pele last year signed “what is essentially a” 40-year marketing deal with Rio de Janeiro-based Prime Licensing, according to Richard Sandomir of the N.Y. TIMES in an examination of the marketing of Pele. Prime Licensing COO Paulo Ferreira predicted that the marketing of Pele will bring in $30M next year and “as much as” $100M in ’08. Ferreira: “For the first time in his career, he is building a brand around his name.” Sandomir notes Prime Licensing was behind the Puma line of Pele shoes and apparel last year, as well as a new autobiography titled “Pele, A Autobiographia” and an exhibition in Berlin called “Pelestation –- The Legend in Action,” which coincided with the FIFA World Cup. Ferreira added that he is “talking with a Hollywood studio about a film, and assessing real estate projects, like a soccer condominium development in Rio built around the Pele name.” Sandomir notes other possibilities include “soccer camps and a cellphone deal.” Pele has endorsed MasterCard, Nokia, PepsiCo and Brazilian oil company Petrobras. Davie-Brown Talent President Jeff Chown said Pele is “still one of the godfathers of his sport, somebody everybody knows. He represents the pinnacle of the sport. He’s a legend who’s knocking on Ali’s door” (N.Y. TIMES, 6/19).