January 08, 2012

The newly incorporated Legends 10 LLC ("Legends 10") will be the exclusive agency empowered to represent Pele globally with respect to all new branding, endorsement and product licensing agreements as well as appearances. The marketing and management of Pele's intellectual property rights represented by Legends 10 will now be handled with the singular vision of embracing and perpetuating the great legacy of the three-time World Cup winner and his illustrious life, both on and off the field.

"The timing of this consolidation of rights and representation is critical," says Legends 10 spokesman Terry Byrne.  "Over the next four years, three of the world's biggest sporting events -- the 2013 FIFA Confederations Cup, 2014 FIFA World Cup and 2016 Summer Olympics -- will be taking place in Pele's beloved home country of Brazil (where he has also been declared a national treasure).  Clearly the interest in working and associating with Brazil's greatest sports star and goodwill ambassador will be at a premium over this period, and we are thrilled that Legends 10 has been selected to lead these efforts."

Legends 10 will operate from Los Angeles and New York with early projects already underway, including the contemporary reshaping of Pele's brand image and an official social media launch.  Legends 10 will centralize and maximize the opportunities that exist for Pele - providing clients and sponsors with total brand synergy, first-rate service and innovative execution.

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