Neymar signed a big personal sponsorship deal with Puma on September 12, 2020. -

David Ramos / AP / SIPA

Major transfer in sport-business.

Neymar and Puma on Saturday formalized a sponsorship contract which makes the Brazilian the new head of the German equipment manufacturer.

"Welcome to the family," tweeted the German brand with a photo of the Brazilian from PSG.

Welcome to the fam @neymarjr #KingIsBack pic.twitter.com/zC6vfImUzZ

- PUMA Football (@pumafootball) September 12, 2020

“I grew up watching videos of football legends like Pelé, Cruyff, Eusebio and Maradona,” who “all played with Puma,” the striker wrote in a letter posted on social media.

"For these reasons, from today, I have the honor to join the brand that has helped the greatest footballing legends to be what they are," Neymar continues.

📝 In my own words. @ Pumafootball @PUMA #KingIsBack pic.twitter.com/ZdOrjKv06r

- Neymar Jr (@neymarjr) September 12, 2020

Neither the player nor Puma gave details on the content, duration or amount of the contract.

“Neymar Jr. will participate in future football campaigns, including cross-category campaigns.

He is a brand ambassador on and off the field, ”simply comments the brand joined by AFP, which invokes the confidentiality of the contract.

This is a major change for the player, who had been linked with Nike since he was 13 when he was not even a professional but his dribbling was already echoing internet users.

The Brazilian newspaper Folha de Sao Paulo assures that the last contract signed by Neymar with Nike lasted eleven years to expire in 2022, for a total of 105 million dollars (88 million euros).

Headliner in front of Griezmann and Hamilton

Forbes magazine, which ranks him as the seventh highest-paid celebrities in the world, estimates his income for this year at $ 95.5 million, including sponsorship deals.

At the world leader in sports equipment, € 39.1 billion in turnover in 2019, Neymar was a superstar among others: LeBron James, Rafael Nadal, Serena Williams, Cristiano Ronaldo, Kylian Mbappé, Luka Modric, Sergio Ramos ...

At Puma (5.5 billion euros in turnover), he instantly became the headliner of the brand, also a partner of Antoine Griezmann and Lewis Hamilton.

For the German brand, which saw its sales fall in 2020 due to the pandemic (-16.3% in the first half of the year), this contract may be a success in the medium term.

Replace Usain Bolt

“People have already started to exercise more wherever possible, even under difficult circumstances.

There are many indications that health and sport will be even more important than before, ”the company has already predicted by presenting its latest quarterly results.

Puma no longer had in his bag a superstar whose aura goes beyond the world of sport since the retirement of Jamaican sprinter Usain Bolt.

This is fixed with a world-class sportsman, subject of the most expensive transfer in the world, who will wear his “King” crampons.

Always with Nike… with PSG and Brazil

The 28-year-old Brazilian has 142 million subscribers on Instagram and 63 million on Facebook, a valuable exposure for his partner brands including Red Bull, DAZN, Diesel and Qatar Airways.

His adventure with Nike, broken off at the end of August, does not end at all, however.

He will continue to wear the comma mark on the field, both with the Brazilian selection and with PSG, both partners of Nike.

The same situation as Lionel Messi, head of Adidas but playing at FC Barcelona, ​​under contract with Nike, or Cristiano Ronaldo, in the opposite case (Juventus Turin is a partner of Adidas, he of Nike).

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