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Brand Pelé returns with MediaCom Sport and Legends10

10 August, 2012


LONDON - 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." 

For media enquiries, please contact:
Joanne Brenner or Delia Elcock /

About Legends 10
Legends 10 is the exclusive Global Agent to Pelé, managing all the intellectual property rights to the world soccer legend. Such representation includes all global licensing, branding, endorsements and appearances associated with his illustrious life both on- and off-the-pitch. The marketing and management of Pelé operates under the singular vision of embracing and perpetuating the great legacy of the three-time World Cup champion. With three of the world's biggest sporting events taking place in Pelé's beloved home country of Brazil (where he has also been declared a national treasure) - the 2013 FIFA Confederations Cup, 2014 FIFA World Cup and 2016 Summer Olympics - Legends 10 is the sole entity maximising the opportunities for Pelé, providing clients and sponsors with total brand synergy, first-rate service and innovative execution. Legends 10 is headquartered in New York. For more information, please contact

Twitter: @pele

About MediaCom Sport
MediaCom Sport is the specialist sports sponsorship and strategy team within MediaCom. They offer four key areas of services: strategic advice, rights negotiation, rights activation and measurement. Headed by former IMG SVP & Managing Director of Asia Pacific, Marcus John, MediaCom Sport works alongside MediaCom's Global Account Directors, to manage the relationship with key sporting bodies and to provide clients with first hand access to these opportunities to help them meet their ever-more complex marketing challenges. MediaCom Sport also work closely with the MediaCom Beyond Advertising team and GroupM's Entertainment & Sports Partnerships group to communicate client engagement in sports across all consumer touch points. For more information on MediaCom Sport.

About MediaCom
MediaCom is one of the world's largest Media Communication Specialists, with billings exceeding US $25 billion (Source: RECMA) and 113 offices in 89 countries around the globe. Its "People first, better results" philosophy drives its strategy and belief that putting people – employees, clients and consumers – at the core of its business leads to optimum business results. The MediaCom family of companies includes such leaders in their fields as: MediaCom Interaction, the global digital and interactive marketing agency, with future-forward proprietary technology that works to grow clients' businesses; MediaCom Direct, with direct response experts, creating close, measured connections with consumers; MediaCom Beyond Advertising, content specialists helping to reach consumers with communications they welcome and value; MediaCom Sport, a specialist sports sponsorship and strategy team focused on helping clients skillfully position and market their brand at a global level; and MediaCom Business Science, focused on helping clients achieve maximum sales return. MediaCom Worldwide is a member of WPP, the world's largest marketing communications services group, and is a part of GroupM, WPP's media investment management operations, which is the largest worldwide. For more information, visit

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