Image: E.T. Studhalter/World Economic Forum
Image: E.T. Studhalter/World Economic Forum

Pele, the man who many consider to be the greatest football player of all time, is suing Korean electronics giant Samsung for $30 million (£21m) over claims that a lookalike was used in one of its advertising campaigns.

The Brazilian legend, who was part of the World Cup winning squad in 1958, 1962 and 1970, had been in talks with Samsung over appearing in an advertising campaign, but talks broke down in 2013.

According to the claim filed in Chicago, the advert, which featured in the New York Times, shows a man who “very closely resembles” Pele, and a photo of a player performing a “modified bicycle or scissors-kick, perfected and famously used by Pele”.

The advert in question
The advert in question

Pele’s lawyers claim the advert damages the value of his endorsement rights – how the 75-year old makes most of his money – and leads consumers to believe that he supports Samsung’s products.