Sports energy drink company Golazo has “signed a multi-year endorsement deal with soccer legend Pelé as its global brand ambassador," putting the company onto the “national stage,” according to Becky Monk of the PUGET SOUND BUSINESS JOURNAL. Golazo co-Founder & CEO Richard Tait said, "It gives us two things: incredible awareness and credibility. That awareness comes with the greatest name in soccer, and the credibility comes from his known advocacy of healthier choices." Tait “did not disclose the terms of the agreement” but he did say that it is a “multiyear deal and a cross-category deal, which will start with natural energy and hydration drinks and have a chance to grow into different beverage categories.” Monk noted Golazo is “launching its ‘King of the Cup’ promotion, which starts May 31 and will run through July 13.” Fans will have a “chance to win cases of their favorite Golazo drinks, tickets to marquee rivalry soccer matches, as well as an autographed jersey from Pelé” (BIZJOURNALS.com, 5/29).
SHOW ME THE MONEY: SI's S.L. Price writes the “coming of the world's two biggest sporting events,” the FIFA World Cup and the ‘16 Summer Games, “provides a once-in-a-lifetime chance for Brazilians to profit, and Pelé and his team intend to make the most of it.” Pelé has been "many things in his life," including "soccer phenomenon, actor, singer, sports ambassador, twice-failed businessman, futebol reformer.” But his last act “is about getting paid.” Though he last played in '77, Pelé has become soccer’s “amiable golden goose.” His Q score in the U.S. was fifth among all Latino celebrities in ’13 and “few current soccer players are more famous.” Legends 10 CEO Paul Kemsley, whose company handles Pelé's global management, said his client is pitching Volkswagen cars, Hublot watches, Emirates Airlines, Banco Santander and Subway, "to name but a few.” Kemsley said that Pelé's endorsement, licensing and appearance deals “total some” $73M. Still, Pelé in the past “famously trusted too many friends or incompetents to handle his business affairs.” Kemsley helped “identify how unwieldy a scrum the business of Pelé had become and convinced him that he could do a better job of marketing Brazil's biggest name in advance of the World Cup.” Kemsley: "The brand was completely fragmented: licensing in one place, sponsors in another, people running around using the name without permission. It was just a broken brand." Kemsley and partner Terry Byrne late in '11 “won over” longtime Pelé business partner Celso Grellet, who was the architect of the “befouled Pelé Sports & Marketing, and persuaded Los Angeles investor Kayne Anderson to lend financial muscle.” The partners “consolidated ownership” of Pelé’s rights and promised him a "lump sum up-front, a minority stake and a monthly salary.” Pelé, then 71, signed a 30-year contract for the “global hard sell of his name” (SI, 6/2 issue).
