Neymar Sport E Marketing Ltda.

What Neymar Sport E Marketing Ltda. does

NR Sports (Neymar Sport E Marketing Ltda.) is a privately held Brazilian sports marketing and image rights management firm, founded in 2006 by Neymar da Silva Santos and Nadine Gonçalves to professionalize the career and commercial representation of their son, the football player Neymar Jr. Headquartered in São Paulo, the company operates as a B2B licensing and advisory business, monetizing the athlete's image, name, and likeness through multi-year endorsement, ambassador, and co-development contracts with global enterprise brands across sports equipment (Puma), gaming (Konami, PokerStars, Blaze), energy drinks (Red Bull), e-commerce (Mercado Livre), food and beverage (Canção Alimentos, Tropicool), real estate (DUE Incorporadora), technology (Google), and education (Faanz/Edutech). Revenue is generated primarily through image rights licensing royalties and category-exclusive brand management fees, supplemented by communication, press relations, and media advisory services that manage Neymar Jr.'s public narrative across his owned social channels (229M+ Instagram, 92M+ Facebook, 64M+ Twitter, 5M+ YouTube followers) and the dedicated "NR Sports Content" YouTube channel.

The company's product surface has expanded beyond traditional athlete endorsement into three structurally distinct asset lines: (1) the live Neymar Jr. endorsement portfolio; (2) the global Pelé Brand, which NR Sports administers as the only private entity authorized to manage the football legend's legacy and which was formalized in 2026 through a flagship Google AI partnership; and (3) the newly created "Ney Ney" AI-animated character developed with FlyMedia, intended as an evergreen, multi-language digital IP distributed across YouTube, TikTok, and Instagram. Underlying technology is partnership-sourced — AI capabilities are delivered via FlyMedia (digital influencer animation) and Google Cloud / Google AI (generative reconstruction of archival footage) rather than developed in-house — and tournament-calendar event activations (FIFA World Cup, Copa América, UEFA Champions League, Olympics) drive the cadence of partnership announcements and content shoots.

The go-to-market is sales-led and event-driven: NR Sports negotiates directly with enterprise brand partners seeking association with a top-10 globally marketable athlete, structuring deals around flagship tournament moments and bespoke behind-the-scenes content production. The firm does not disclose revenue, pricing, or headcount; it is family-owned with no external institutional investors, private equity, or holding company structures referenced in available sources, and operates with a small management team led by founder/CEO Neymar da Silva Santos alongside co-founder Nadine Gonçalves. Strategic intent signaled by 2024-2026 activity is to migrate from pure athlete agency toward a multi-IP brand house — combining Pelé legacy rights, AI-driven character IP, social-impact sub-brands (Instituto Neymar Jr., Edutech), and category-diversified endorsements — in order to extend revenue durability beyond Neymar Jr.'s playing career.

Name

Neymar Sport E Marketing Ltda.

Legal name

Neymar Sport E Marketing Ltda.

Website

https://nrsports.com.br

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

NR Sports is a privately held Brazilian image rights and sports marketing firm that exclusively manages athlete Neymar Jr.'s endorsement portfolio and administers the global Pelé Brand, licensing both assets to enterprise brands across sports apparel, gaming, F&B, e-commerce, real estate, and technology.

Ownership category

akta.pro rank

Product category

Sports Marketing Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

akta.pro primary industry

Athlete Legal & Contract Advisory (Sports Law, Arbitration, Disputes) (MPAKAMAF)

akta.pro secondary industries

Licensing, Merchandising & Co-Branded Products (Sponsored Merchandise, Collabs) (MPAKALAE), Sports Rights Agencies & Brokers (Acquisition/Packaging) (MPABAJAH)

Keywords

• Athlete image management
• Sports marketing services
• Brand licensing
• Endorsement management
• Athlete representation

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Image Rights Licensing & Brand Management: NR Sports licenses Neymar Jr.'s image, name, and brand to corporate partners for use in advertising campaigns, product packaging, digital content, and promotional activations. Revenue is generated through multi-year endorsement and ambassador contracts with global brands across sectors including sports equipment, food & beverage, e-commerce, real estate, and technology.
2. Communication & Media Advisory: Communication and press relations services managing Neymar Jr.'s public image, including direct engagement with journalists, media professionals, influencers, and opinion leaders. Generates value through brand equity building and partnership activation.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

NR Sports is a sports marketing and athlete image management firm that exclusively manages the image, brand, and commercial rights of Neymar Jr., and globally administers the Pelé Brand. The company negotiates multi-year endorsement, ambassador, and licensing agreements with global consumer brands across sports equipment, gaming, food and beverage, e-commerce, and real estate sectors, and provides strategic communication, press relations, and brand activation services.

Product overview

NR Sports is a sports marketing and image management company founded in 2006, specializing in athlete brand management. The company operates primarily through three interconnected offerings: (1) NR Sports platform managing Neymar Jr.'s career and brand partnerships with global companies like PUMA, Konami, Red Bull, and Mercado Livre; (2) Pelé Brand Administration, overseeing the global brand rights and legacy content of the football legend; and (3) Neymar Edutech, an educational materials sub-brand. The company creates original content, manages sponsorship deals, and develops digital products including AI-powered animated characters, while also supporting social impact initiatives through Instituto Neymar Jr.

Differentiator

Problem solved

Functional benefit

Brands

• Pelé Brand: Global brand management of football legend Pelé's image and legacy, administered by NR Sports since establishing a new phase of the brand.

Products and services

• Neymar Jr. Brand Management Comprehensive management of footballer Neymar Jr.'s image, brand partnerships, and commercial rights, including sponsorship deals, endorsement contracts, image rights licensing, press relations, and brand activations for global enterprise brands.
• Pelé Brand Administration Global management of the Pelé Brand, the legacy and image rights of football legend Pelé, administered by NR Sports through original content production, strategic partnerships, and brand extensions.
• Neymar Edutech School Supplies Line Co-branded line of physical and digital school supplies (notebooks and related materials) featuring Neymar Jr. with motivational messaging, marketed under the slogan 'Seu Jogo, Seu Future' (Your Game, Your Future).
• Neymar Jr's Five Championship Annual global 5-a-side amateur football tournament created in partnership with Red Bull, hosted at Instituto Neymar Jr. in Praia Grande, Brazil.
• Ney Ney Animated Character AI-animated digital version of Neymar Jr. (the 'Ney Ney' character) created with FlyMedia, distributed across YouTube, TikTok, and Instagram in multiple languages as a continuous content and licensing IP.

Quantifiable outcome

• Neymar Jr. generated 58.3 million impressions and 2.95 million interactions on Puma's official channels within 3 days of partnership announcement (September 2020)
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature1 record

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Google (via Google Cloud / Google AI)flagshipStrategic or Co-development Partner · 16 July 2026NR Sports participated in the Pelé Brand + Google partnership to reconstruct, using AI, Pelé's legendary 'Gol da Rua Javari' — considered by Pelé himself as the most beautiful goal of his career. NR Sports manages the global Pelé Brand and contributed to the documentary 'The Most Beautiful Goal Never Seen'. Neymar da Silva Santos, NR Sports CEO, highlighted the company's commitment to preserving football history through technology. The project featured Neymar Jr. and was produced with historians, sports journalists, and Pelé's family.
• FlyMediacoreTechnology or Integration · 1 May 2026FlyMedia partnership to develop 'Ney Ney', the first AI-animated IP character of Neymar Jr. The character is an animated version of the athlete in multiple languages, distributed on YouTube, TikTok, and Instagram. FlyMedia specializes in AI-powered digital influencers. Victor Trindade, FlyMedia CEO and cofounder, stated the launch represents a shift in digital media where personalities become IP generating continuous narratives and licensing opportunities.
• Canção Alimentos (GTFoods)flagshipGTM or Marketing Partner · 14 March 2025Two-year global ambassador contract (2025-2027) announced March 14, 2025 during Canção's rebranding. Canção is a frozen and refrigerated food producer and one of GTFoods' brands. Exclusive partnership in the frozen/refrigerated food category. Neymar features in online, offline, TV campaigns, and social media content. Canção is sponsor of Santos FC since January 2024 and will launch new products with Neymar (ready meals, breaded, seasoned). Large-scale campaign 'Central do Sofá' with creator Brabogordinho, Letícia Esteves, Papi Coisa Linda launched June 2026 for the World Cup.
• Mercado LivrecoreGTM or Marketing Partner · 31 January 2025Marketing partnership activated on Neymar Jr.'s return to Brazilian football (January 31, 2025). Mercado Livre performed symbolic 'Full Delivery' activation at the airport with PUMA boots, and launched discount coupon NEYMARJR10 (10% off purchases over R$30). Mercado Livre holds naming rights to Mercado Livre Arena Pacaembu and sponsors Conmebol competitions (Libertadores, Sudamericana, Recopa). Iuri Maia, Mercado Livre Brand Director, highlighted the symbolic connection with football fans.
• DUE IncorporadoracoreStrategic or Co-development Partner · 1 September 2024Partnership for Rota DUE – Caribe Brasileiro, a tourism route with R$7.5 billion VGV across 28 developments in Pernambuco and Alagoas. NR Sports (Neymar Sport e Marketing) and DUE Incorporadora aim to boost socioeconomic development in Brazil's Northeast. Neymar da Silva Santos (CEO) and Neymar Jr. participate. DUE allocates 10% of profits to social projects; target of 60,000 VGA (social impact metric). First deliveries expected second half 2024; future Maragogi Airport expected 2025.
• Konami Digital EntertainmentcoreGTM or Marketing Partner · 20 July 2021Neymar Jr. appointed as ambassador for all Konami football games including eFootball PES and Winning Eleven. Featured in the 'Iconic Moment' saga as a virtual player. Partnership announced July 20, 2021. Konami Digital Entertainment is known for Pro Evolution Soccer, Metal Gear, Silent Hill, Castlevania, and Yu-Gi-Oh! franchises. Behind-the-scenes campaign filmed February 2026 with Neymar incorporating Naruto theme. NR Sports and Konami have partnered since 2021.
• PUMAflagshipGTM or Marketing Partner · 12 September 2020Long-term partnership signed September 12, 2020, making Neymar Jr. ambassador of PUMA using the legendary PUMA KING boot. Neymar also serves as off-field ambassador wearing PUMA lifestyle, training apparel, and footwear. PUMA CEO Bjørn Gulden stated Neymar is one of the best players in the world with extreme influence on football and youth culture. Partnership was record-breaking for PUMA's official channels: 58.3 million impressions and 2.95 million interactions in 3 days. Content shoots for World Cup 2026 conducted in April 2026.
• Red BullcoreGTM or Marketing Partner · 1 January 2010Partnership since 2010, bringing creative ideas to Neymar Jr.'s career. Collaborations included flight simulators, Freestyle competitions, and in 2015, the creation of Neymar Jr's Five — the world's largest 5x5 football championship, held annually at Instituto Neymar Jr. in Praia Grande, reuniting participants from dozens of countries.
• TropicoolcoreGTM or Marketing PartnerNeymar Jr. appointed as global ambassador for Tropicool, a Brazilian açaí brand. Tropicool is present in 10+ countries from USA to Australia to UAE. Won the 2023 International Taste Institute (Brussels) award for best açaí in the world. Partnership positions Neymar as ambassador for the global expansion of Brazilian tropical fruit products.
• Faanz (Neymar Jr. Edutech)coreStrategic or Co-development PartnerPartnership for Neymar Jr. Edutech, a line of school supplies (physical and digital notebooks) for students of all ages. Neymar appears as poster boy with motivational messages. A portion of sales revenue is donated to Instituto Neymar Jr. for children in vulnerable situations. Faanz will sponsor hundreds of students from public schools for free access. Slogan: 'Seu Jogo, Seu Futuro' (Your Game, Your Future). Launched December 2024.
• PokerStarsminorGTM or Marketing PartnerPokerStars listed as partner on NR Sports website partner carousel. Nature of partnership not detailed in available source content.
• Instituto Neymar Jr.coreStrategic or Co-development PartnerThe Instituto Neymar Jr. is a social impact institution founded by Neymar Jr., benefiting children and teenagers in vulnerable situations in Praia Grande. It hosts the annual Neymar Jr's Five world championship. NR Sports connects partner social responsibility programs (e.g., Faanz/Edutech donation, DUE Incorporadora's VGA social metric) to the Instituto. The Institute is a core element of NR Sports' social impact strategy and Neymar Jr.'s brand legacy.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Wasserman: Major sports marketing and athlete management firm representing top-tier athletes globally with deep expertise in endorsement deal-making and brand partnerships. Direct competitor for the same enterprise brand-endorsement budgets NR Sports targets.
• Stellar Group: Football-focused athlete management agency representing top European footballers. Direct functional peer to NR Sports in elite footballer representation, contract negotiation, and global brand partnership sourcing.
• Excel Sports Management: Athlete representation firm representing major sports figures with a focus on individual talent management and endorsement deal-making. Comparable in scale and service model to NR Sports for high-profile individual athlete clients.
• Gestifute: Jorge Mendes' Portugal-based football agency representing Cristiano Ronaldo and numerous elite footballers. It is the most direct functional peer to NR Sports in elite footballer representation, sponsorship negotiation, and image rights management across global brands.

Regional players

• You First: Spain-based athlete management and sports marketing firm representing elite European footballers. Comparable in core service offering and global brand partnership focus, though it operates primarily in the Iberian and European market.
• Ícone Sports: Brazilian athlete management agency representing top Brazilian footballers (e.g., Rodrygo, Vinícius Jr. era talent). Direct regional competitor in the Brazilian talent market where NR Sports also sources and manages athletes.

Broad incumbents

• Octagon: Global sports marketing agency owned by IPG with athlete management, sponsorship sales, and event capabilities. Competes for the same enterprise brand-activation budgets that NR Sports monetizes through Neymar Jr. partnerships.
• IMG: Global sports and entertainment management company (part of Endeavor) representing elite athletes across multiple sports, plus licensing, events, and media rights. It is the broadest incumbent in the same athlete-representation category where NR Sports operates.
• CAA Sports: Athlete representation arm of Creative Artists Agency, representing elite athletes across multiple sports with embedded access to entertainment and brand ecosystems. Broader incumbent with cross-category scale that NR Sports competes against for marquee deals.
• Roc Nation Sports: Jay-Z-founded sports division representing top-tier athletes across multiple sports with a strong culture and lifestyle brand angle. Competes for the same premium endorsement pipeline that NR Sports accesses via Neymar Jr.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/agencianrsports
• YouTubeyoutube.com/nrsportscontent
• Facebookfacebook.com/AgenciaNRSports
• Instagraminstagram.com/nrsports
• LinkedInlinkedin.com/company/neymar-sport-e-marketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Neymar Sport E Marketing Ltda.