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He once brought soccer to the global stage, but now the legend that is Pele is
suing tech giant Samsung for $30 million.
Lawyers for the former soccer player claim that the Korean company used a
lookalike in a New York Times ad last year, and that that could confuse
consumers and hurt the value of Pele's endorsement rights.
He currently has deals with other companies including Volkswagen, Subway, Emirates and Procter and Gamble.
Pele's attorney also helped former Chicago Bulls basketball
superstar Michael Jordan win an $8.9 million verdict against former
supermarket chain Dominick's, claiming it improperly used his identity in a print ad as well.