MediaCom to Support Future Global Brand Extensions for Brazil Soccer Legend Pele

By Community | August 13, 2012

Through a four year contract signed with Legends 10, MediaCom Sport will support future global brand extensions for one of the most legendary sporting figures in the world, Edson Arantes do Nascimento, better known as Pelé. 

This unique deal is a world first appointment for a media agency.

As the world’s two biggest sporting events head to Pelé’s beloved home country of Brazil, this partnership between Legends 10 (exclusive global agent to Pelé) and MediaCom Sport is set to boost Brazil’s presence on the world stage when one of the fastest growing markets in the world hosts the 2014 FIFA World Cup and the 2016 Summer Olympics. Over 60 sponsors will be looking to leverage brand activation with scaled marketing budgets over the next four years, estimated by MediaCom to be over $2bn in the run up to these global events.

Widely regarded as the best football player of all time, Pelé will communicate his passion for humanitarianism, cultural diversity and sport as a voice on the world advertising stage. With opportunities for global brands to partner with one of the most iconic faces in the world, this partnership will see appearances of Pelé in future advertising on a national, regional and global scale. This will potentially include TV commercials, product endorsements and other areas of brand extensions.

With a predicted value of $4bn of rights investment fees for the next World Cup and Olympic Games in Brazil, MediaCom Sport will raise awareness of Brazil’s upcoming presence on the global stage over the next four years. MediaCom represents $25bn advertising spend per year and works with global advertisers such as Procter & Gamble, Dell and Volkswagen Group. Pelé will work alongside a variety of clients and across multiple markets through MediaCom Sport.

Stephen Allan, Worldwide Chairman and Chief Executive of MediaCom, said: “Pelé changed the way the world plays football and this is a great opportunity for marketers to leverage one of the few genuine heroes in the world today, at a time when Brazil will be firmly in the sporting headlines. Beyond his footballing achievements, Pelé has an incredible story to tell from the poverty of his upbringing to his humanitarian work since he retired from professional sports.”

Commenting on this unique appointment, which is hailed as a first in the media agency world, Marcus John, Global Head of MediaCom Sport, said: “When we launched MediaCom Sport, the aim was to provide our clients with a first look at iconic media opportunities in the sporting field. By representing Pelé, we will be able to develop associations for our clients that fit with and enhance their communications by providing them with exclusive access to a genuine global superstar.”

Pelé adds: “It is important for Brazil to be seen as a global player in light of the fantastic growth, development and regeneration that our nation has experienced. I am looking forward to representing my country on an international scale, at a time when Brazil is in the spotlight and at its most critical economic and social turning point.”