MediaCom Sport to support brand Pelé in run up to 2016 Olympics - Licensing.biz

MediaCom Sport to support brand Pelé in run up to 2016 Olympics

Firm to tap into $2 billion marketing spend from over 60 sponsors with Brazilian football icon.
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MediaCom Sport help strike Pelé licensing deals leading up to the 2014 FIFA World Cup and 2016 Olympic Games in Brazil.

The company has just signed a four-year deal with the Brazilian football icon's global agent Legends 10.

MediaCom Sport will support future global brand extensions and licensing deals for the sporting star Pelé, whose full name is Edson Arantes do Nascimento. 

The agency reckons more than 60 sponsors will be looking to leverage their brands over the next four years, with scaled marketing budgets worth a combined $2 billion.

Pelé will ‘communicate his passion for humanitarianism, cultural diversity and sport as a voice on the world advertising stage’, according to a statement, and will appear in TV commercials, product endorsements and other types of brand extensions. He will work alongside a variety of clients.

As well as brand Pelé, MediaCom Sport will also raise awareness of Brazil’s presence on the global stage over the next four years. The country is hosting the 2014 World Cup and the 2016 Summer Olympics.

MediaCom represents $25 billion worth of advertising spend each year and works with advertisers such as Volkswagen Group, Dell and Procter & Gamble.

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.”

Pelé added: “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.”

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