IMG Licensing and Prime Licensing have joined forces for the worldwide marketing and licensing of Pele, the legendary Brazilian footballer.

IMG will be looking for partners across a wide range of product licensing, co-branding and advertising endorsement areas, both within the football and non-football markets.

"As the only player to have ever won three World Cups, it is a good time to re-introduce audiences around the world to the timeless attributes of Pele - the footballer, the athlete and the global goodwill ambassador," said Bruno Maglione, IMG executive vice president.

Paulo Ferreira, president of Prime Licensing, added: "No player before or since has ever personified the passion and the spirit of 'the beautiful game'; those attributes and values represented by Pele have, if anything, grown in importance in recent years as we try and re-capture the fundamental principles which make football the world's most popular sport."

Advertisement