Join Now | 
HomeAboutContact UsPrivacy & SecurityAdvertise
Soccer America DailySpecial EditionAround The NetSoccer Business InsiderCollege Soccer ReporterYouth Soccer ReporterSoccer on TVSoccer America Classifieds
Paul Gardner: SoccerTalkSoccer America ConfidentialYouth Soccer InsiderWorld Cup Watch
RSS FeedsArchivesManage SubscriptionsSubscribe
Order Current IssueSubscribeManage My SubscriptionRenew My SubscriptionGift Subscription
My AccountJoin Now
Tournament CalendarCamps & AcademiesSoccer GlossaryClassifieds
Pele Still Seeking Big Payday at 68
Wall Street Journal , July 22nd, 2009 4PM

MOST READ

MOST COMMENTED

Pele, perhaps the greatest player ever in the world's most popular sport, is still hustling to make a living at the age of 68. The Brazilian legend recently signed a merchandising deal with Nomis, a little-known Swiss cleats manufacturer, in his latest effort to establish himself as a branded empire. During the 32 years since his retirement, Pele, once the most recognizable athlete in the world, has failed to leverage his fame into the vast fortune that other sports superstars like Michael Jordan enjoy today.

In some ways Pele himself is accountable for not capitalizing on his superstar status. While serving as an worldwide ambassador for soccer, he has never served as coach or a top team executive, or as a major television commentator in the spirit of ex-NFL great John Madden or golf's Johnny Miller. Many of Pele's attempts to score in the business world have also fallen short. He owned a construction company that went bust and a sports-marketing firm that collapsed amid a financial scandal. His product endorsements included a successful relationship with MasterCard but also a line of retro sportswear from Puma in 2005 that failed to take off. Pele can also blame the year of his birth, as his career ended just before the emergence of the modern sports-marketing behemoths currently filling athlete's pockets.

Defending the new Nomis deal, Pele says that he still possesses the branding power to compete in a youth-dominated industry. "My career gives my brand positive values and attributes and a message that goes from generation to generation," Pele said. "It's not like athletes now that are at the top of the game and then start playing badly. In my career, I have done it all. My message is clear from generation to generation. Pele is a guarantee."

 

Read the original story...


No comments yet.

Sign in to leave a comment. Don't have an account? Join Now




AUTHORS

ARCHIVES
FOLLOW SOCCERAMERICA

Recent Section 2 Around the Net
Ancelotti: Blatter 'Unable to Keep His Mouth Shut'     
Real Madrid coach Carlo Ancelotti on Tuesday accused Sepp Blatter of being "unable to keep his ...
Report: Spain's Tax Authority Probes Barca, Real Stars     
Marca on Wednesday reported that some of La Liga's highest profile players over the last several ...
Reports: Moyes to Take Over at La Real?    
Spanish media reports claim that former Manchester United coach David Moyes is among the names being ...
Balotelli 'Finally!' Scores for Liverpool     
Mario Balotelli on Tuesday came off the bench to save Liverpool from a League Cup fourth-round ...
Study: Barca Produces the Most Professionals in Europe     
According to new research, La Liga giant Barcelona has produced more professional players in Europe's top ...
Clattenburg Dropped for Breaching Referee Rules    
English referee Mark Clattenburg has been dropped for this weekend's Premier League games for breaking the ...
Mourinho Blasts Fringe Players Following Shrewsbury Win     
Chelsea coach Jose Mourinho criticized his fringe players for not taking their chance to impress him ...
Blatter on Russia: Soccer and Politics Should Not Mix     
FIFA President Sepp Blatter, in Russia on Monday for the unveiling of the official emblem for ...
Report: Evra Out for a Month     
Juventus defender Patrice Evra will be out for a month with a hamstring strain, the club ...
UEFA Reduces CSKA Stadium Ban     
UEFA on Monday reduced CSKA Moscow's stadium ban over its fans' racist behavior to two games ...
>> Section 2 Around the Net Archives