Pele files $30m lawsuit against Samsung for using his image illegaly

Target of several advertising campaigns around the world, Pele displeased that the last he heard, printed in the American newspaper New York Times. The King of Football has filed a lawsuit against the electronic materials company Samsung for using a look-alike in an advertisement.

The ad in question talks about a TV with picture in 4k (high resolution), in which as page background image is the face of a black, which according to arguments of the defense of former player, "is very similar to Pele." The claim for compensation is 30 million dollars (about R $ 108 mi).

Samsung is facing a lawsuit from Pelé seeking $30m in compensation, after the football legend claimed the electronics group used a lookalike to promote its televisions last year.

Frederick Sperling, the lawyer representing the likes of Pele and Michael Jordan, filed a lawsuit for improper use of image in the Federal Court in Chicago. The South Korean company, however, has not yet ruled on the case, as the intention or not to link the ad image to the figure of Pele.

The advert will confuse consumers and hurt the value of Pelé’s endorsement rights, the complaint added. The 75-year-old, who is considered among the greatest to have played the game, relies on endorsements for much of his income. He has deals with companies including Volkswagen, Subway, Emirates and Procter & Gamble.

Pelé broke the contract it had with Samsung further in 2013. This is an argument used by the defense to argue that the use of a "double" in the ad harms the image of Pele in other businesses and also with respect to the company, as consumers They may find that the Brazilian has returned to join the brand.

“The goal is to obtain fair compensation for the authorised use of Pelé’s identity and to prevent future unauthorised uses,” attorney Frederick Sperling said on behalf of Pelé.

Mr Sperling represented basketball player Michael Jordan in a similar case in 2015. Last August he helped Mr Jordan win an $8.9m jury verdict against the former supermarket chain Dominick’s for unauthorised use of his identity in an advert in Sports Illustrated.