One of the most recognizable celebrities in the world, Pelé, using the World Cup as a launching pad, is trying to become the Pelé brand, after years of bad choices in choosing business partners.
Currently he is a World Cup analyst for German television.
He has partnered with a Brazilian company named Prime Licensing, based in Rio de Janeiro, financed by a wealthy real estate man, and created for the sole purpose of marketing Pelé, the brand.
Richard Sandomir, of The New York Times says:
"The company was behind a deal with Puma last year to put out lines of Pelé shoes and apparel. It was also behind a new autobiography and the creation of "Pelestation - The Legend in Action," an exhibition in Berlin coinciding with the World Cup."
Paulo Ferreira, the chief operating officer of Prime, added:
"The man, Edson, is 65, but Pelé as a character is 50, for the first time in his career, he is building a brand around his name. In the past, many of the things he did were not professional; he was always trying to do something with friends, but it wasn't good business for him."
Ferreira added that there are talks with a Hollywood studio about a film, possible real estate projects, soccer camps and a cellphone deal.
Evidently, Pelé, who is 65, will retire at the age of 105, as he's signed a 40-year deal with Prime.
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