Still active, Neymar is already showing himself to be a legend. An immersive exhibition dedicated to his career has attracted around 10,000 people in just one month at the Pacaembu stadium in Sao Paulo, with tickets costing up to $25 (20 euros). The plan is clear: to take the experience on a world tour.
Under the title “Neymar Jr. – Giant by Nature”, the exhibition – which paraphrases a verse from the Brazilian national anthem, tattooed on the chest of the number 10 – brings together some 65 pieces from the Santos striker’s personal collection: trophies, shirts, photographs and unique objects. The project is promoted by NR Sports, the company that manages his image and recently acquired the rights to the Pele brand.
The tour, backed by sponsors such as Puma, Red Bull and ‘Pley by Ney’, invites visitors to put on their shorts and step onto the pitch at the historic Estadio do Pacaembu to recreate actions of the former Barcelona and Paris Saint-Germain player: free kicks with a wall, penalties against the goalkeeper and dribbling exercises, always guided by monitors.
“The Neymar brand is global and has roots all over the world. We want this model to last for many years and in different places,” Felipe Giocondo, a partner at Plan, the agency responsible for designing the exhibition, told EFE. Opened on January 3, the Sao Paulo edition bids farewell this Saturday to begin its leap to other cities in Latin America and Europe – with a special focus on Spain and France – as well as Saudi Arabia.
At 33 years of age and after a string of injuries, Neymar still has a strong appeal among children. “Much of his commercial success is explained by this connection with children and his authenticity, which is also closely linked to social networks,” says Giocondo. The full experience costs 130 reais (about $25), with a reduced rate for children, and part of the proceeds goes to social projects of the Neymar Jr. Institute.
A special project
In recent days, the pitch at the Pacaembu – where Neymar scored his first professional goal and lifted the 2011 Copa Libertadores – has been filled with boys and girls imitating their idol. Some parents value the sporting proposal, although they qualify his example off the field. Meanwhile, Neymar is rushing his recovery to face a new season with Santos and pursue his great goal of the year: to play in what could be his last World Cup.
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