The 1970 World Cup in Mexico was being played and Edson Arantes do Nascimento, Pelé, at that time a two-time world champion, bent down to tie his boots. The apparently irrelevant action will be part of a contract that the idol had signed with a Brazilian sports company. At the end of his career, which culminated in a great farewell ceremony in October 1977 at New York's Giants Stadium, Pelé was also a great marketing player as well as one of the greatest sportsmen at the end of history. Retired 45 years ago, since 1977, Pelé never stopped making money from his image and made it last almost forever. As 'Camisa 10' himself joked, who spoke of himself in the third person, 'Edson would die one day, but Pelé is immortal'. Pelé perceived the strength of her image and her brand from the beginning of her career and the administration with very good commercial sense, unlike other great athletes of her generation. His friend Manoel dos Santos Garrincha, considered one of the best right wingers in history, was the opposite, and poor men, just 49 years old, victim of cirrhosis of the liver due to alcohol problems. Related News standard Yes The trunk of sports Mazurka, the Uruguayan who trolled the queen of England and her consort Ángel Luis Menéndez standard Yes Numerology The select club of the five World Cups Sergi Font The moment the idol felt the power of his Popularity It was when he moved with his family to the United States to play between 1975 and 1977 with the New York Cosmos team, alongside the German Franz Beckenbauer. The soccer genius was even very relevant in the popularization of soccer in the United States, a country where soccer is also played with the hands. But while Pelé was teaching the magic of football, he was learning marketing with the kings of advertising. Currently, the New York Cosmos will be managed by Warner Communications, currently Time Warner, one of the world's entertainment giants. Owner of a Midas touch, Arantes do Nascimento was a pioneer in what we call sports marketing today, a vein that generates good extra money for sports and soccer idols today, a phenomenon with an image associated with dozens of brands Worldwide. Says the magazine 'Forbes', specialized in rankings of millionaires, that if Pelé played soccer today, he would earn about 223 million dollars a year in sponsorship fees and image rights. Compared to four of the most valuable soccer players in the world, the Argentine Lionel Messi, the Portuguese Cristiano Ronaldo, the French Mbappé and the Brazilian Neymar, Pelé would be the most paid player in the world. World famous for 17 years of formation, when it won the Cup, including the most famous number of countries, the team has proven to include publicity, events and investments in good races. At the World Cup in Brazil in 2014, he estimates that his brand, Sport 10, won about $25 million in contracts, and that by the end of the Rio Olympics in 2016, that figure could have reached $100 million. Dollars . These were data revealed to the Bloomberg agency at the time by Paul Kemsley, former president of Cosmos and CEO of Legends 10, a New York agency formed by Terry Byrne -former David Beckham image director-, who negotiated advertising contracts and licenses of brands and products of Sport 10. “It was no secret that the World Cup and the Olympic Games would be in Brazil. And Pele is Brazil," Kemsley explained. Founded in 2009, the Sport 10 brand was headed by the American Joe Fraga, its businessman, in charge of managing the image and intellectual property rights of Rey Pelé, and who gives the final word on the idol's business. Fraga, a veteran of marketing in the United States, has worked with the former president of his country, Bill Clinton, there he met Pelé in 2002, at a Cosmos event. Pelé is the majority shareholder of Sport 10, alongside a group of international investors, and including a retiree styled as a model for Procter & Gamble, Santander, Vivo, Volkswagen, Emirates, Subway, Coca Cola and Hublot watches. The brand of watches invested close to half a million dollars to be able to produce an exclusive limited edition model, with the image of Pelé riding a bicycle on the back of the watch, a contract very similar to the one he made with Mbappé, at the height of square it. According to Celebrity Net Worth, a website specializing in calculating the net worth of celebrity assets, Pelé delivered a fortune of approximately 100 million dollars, between marketing contracts and real estate investments that has materialized with the dinner he won in 21 years as a footballer In an interview with the UOL portal, Fraga tells about Pelé's ability to do good business, but also to reinvent himself and adapt to new times. During the pandemic there are health problems, the idol is up to date with technology to maintain the flow of negotiations using social networks, giving interviews and participating in events virtually. "Working together, it is very rare that we do not reach an agreement and an adequate plan that is the best for him and for the opportunity they took," said Fraga, confirming in the interview that he has the authorization of the King and his family to give the last word in your business. In June, the idol used a deal with the Roots of Fight brand to launch a clothing line with sunum, donating a portion of the profits to the Pele Foundation. “It is an absolute honor to honor and be associated with the greatest soccer player of all time,” Jesse Katz, founder and CEO of Roots of Fight, announced when he launched the collection. The brand produces pieces dedicated to Muhammad Ali, Bruce Lee, Jackie Robinson and other legends of sports and martial arts. More than an image and a brand, Pelé is a legend, eternalized by his game and by an admirable life.
