It’s been over 30 years, that Pelé hung up his boots, and the world saw the emergence of new stars in football but none of them reached the level of the eternal shirt 10 of the brazilian Santos Futebol Club.
Pelé was not just a machine for scoring goals. There were 1284 total, with only 95 with the Brazilian national team. Throughout life, the king of football(soccer) associated his image to a hundred products and made himself one of the most valuable brands in the world. He sold from carpet to soft drinks. From television sets to erectile dysfunction drugs. And until today Pele illustrates campaigns, participats in events and lectures. Only with this kind of activity, Edson Arantes do Nascimento makes around R$ 30 million per year. According to the brazilian magazine Dinheiro, Pele does not advertise for less than R$ 2 million.
This amount would includ two days of filming and photography for six months of placement. If the company wants to have him on some event or that he participates in lectures, there is an additional 10% to the total value of the advertising campaign.
But what explains so much advertising appeal so long after the soccer star has left the soccer field? For marketers, Pele meets the qualities that every brand wants to have. “Pele is unique,” say consumers.