Tial, Fun Brands, and NR Sports launch a new line of beverages endorsed by Neymar Jr.

Pley by Ney products, scheduled to hit the market in May, combine mixed fruit drinks with coconut water

Tial, a pioneer in the production of preservative-free juices in Brazil, is launching a new product category in May in partnership with NR Sports, the company that holds the image rights to soccer player Neymar Jr. Consisting of fruit blends mixed with coconut water, the line will be sold under the Pley by Ney brand.

Created with the goal of reaching consumers who seek an active lifestyle—inspired by Neymar Jr.’s cheerful, urban, and creative personality—Pley by Ney beverages mark the debut of a new category: the “Active Lifestyle Drink.” They feature distinctive flavors, carefully crafted for consumers with no added sugar, and will be available in three varieties: Tropisamba (orange and acerola); Mangofunk (pineapple and mango); and Greengroove (green grape, lemon, and guarana).

“It’s a product with a light, cheerful, and tropical feel,” says Neymar Jr. “We worked very carefully to create something authentic, new, with a unique flavor, and a truly Brazilian spirit,” says “Ney.”

The product, which will be sold in 1-liter and 250-milliliter containers for consumption on various occasions, has a broad target audience. It ranges from Generation Z, which strongly identifies with the athlete, to people looking for a refreshing and healthy pre- and post-workout drink, or even a mixer with unique flavors that can serve as a base for making non-alcoholic cocktails at parties and events.

“Neymar Jr. is a global icon. He embodies some of the most striking aspects of Brazilian culture, such as creativity, joy, and resilience,” says Victor Wanderley, CEO of Tial. “Given Neymar’s influence and the distinctly Brazilian nature of the campaign, we believe this is a product tailored for fans and everyone who identifies with his lifestyle and the values of the Brazilian people.”

To develop the brand concept, Rebu—a Brazilian branding agency with an office in New York—was hired. The agency capitalized on the player’s strong association with the word “Ney,” as he is affectionately called by the general public and the press. By changing the word “Play” to “Pley,” the newly created brand unifies the essence of playfulness and fun—attitudes deeply embedded in Neymar Jr.’s lifestyle and playing style—with the “Ney” brand. “We believe the brand has everything it takes to be strong—a benchmark in the Brazilian market, initially, and with global potential,” says Wanderley.

Partnership

The partnership that led to the creation of Pley by Ney is the result of an agreement between Tial, NR Sports, and Fun Brands, a Florida (U.S.)-based company that conceived the project. “The project was initially presented to us by Fun Brands, which, back in early 2024, signed an agreement to develop this brand with NR Sports, the company that holds Neymar’s image rights. Over the past year, the project took shape and gained greater significance after mutual contacts brought the two companies closer together,” says Victor Wanderley, CEO of Tial.

Tial will be responsible for manufacturing and marketing the products. But the project will be a collaborative effort. Fun Brands, which holds the license for the player’s brand, will initially handle all marketing through Mfield, which will be directly involved in product activation and will have a team dedicated to defining and validating the product and the brand.

The project's main investor is Icon International Inc., a company that handles $2 billion in media spending annually in the United States. Icon will be responsible for marketing investments and international media negotiations.

The product’s formula, for example, was developed by Tial’s research and development department, but with contributions and validation from NR Sports, Fun Brands, and Icon. “Since it’s a drink ‘by Neymar Jr.,’ I was directly involved in validating the product concept and formulation,” says the athlete. “I’m sure that everyone who identifies with my lifestyle will like the final result.” For Tial, the project is an opportunity to expand its portfolio, as part of a move to become a platform for sustainable, healthy, and affordable beverages, offering quality products and a representative brand. “We’re in a phase of national expansion with an international outlook, and we joined the project because we believe in the brand’s potential and in what this product represents for this new chapter in the lives of Neymar Jr. and Tial itself,” says Wanderley.

ENGLISH VERSION

Tial, Fun Brands, and NR Sports are launching a new line of beverages endorsed by Neymar Jr.

Pley by Ney products, expected to hit the market by March, combine mixed fruit beverages with coconut water

Tial, a pioneer in additive-free beverages in Brazil, is launching a new product category in May in partnership with NR Sports, the company responsible for managing and holding the image rights of soccer player Neymar Jr. Made with mixed fruit beverages and coconut water, the products will be sold through the Pley by Ney line.

Designed with the goal of reaching an audience seeking an active lifestyle, inspired by the joyful, urban, and creative personality of Neymar Jr., the Pley by Ney beverages mark the debut of a new category, the Active Lifestyle Drink. It has distinctive flavors, carefully crafted for consumers, with no added sugar, and is available in three varieties: Tropisamba (orange and acerola cherry); Mangofunk (pineapple and mango); and Greengroove (green grapes, lemon, and guaraná).

“It’s a product with a joyful tropical touch,” says Neymar Jr. “We worked carefully on it to make it something new and unique, with a strong Brazilian spirit,” said Ney.

The product will be sold to the target audience in 1-liter and 250-milliliter packages, for consumption on various occasions. From Gen Z, who have a strong connection with the athlete, to people looking for refreshing and healthy pre- and post-workout drinks with unique ingredients that can be used to make non-alcoholic cocktails at parties or events.

“Neymar Jr. is a global icon. He embodies some of the most striking aspects of Brazilian culture, such as creativity, joy, and resilience,” said Victor Wanderley, Tial’s CEO. “Through Neymar’s strength and Brazilian culture, we believe this is a product for fans and anyone who identifies with his lifestyle and Brazilian values.”

To develop the brand concept, Rebu—a Brazilian branding agency with an office in New York—was hired. The agency drew on the player’s strong connection to the word “Ney,” the affectionate nickname given to him by the general public and the press. By changing the word “Play” to “Pley,” the brand brings together the essence of playfulness and fun—attitudes that are always present in Neymar Jr.’s lifestyle and playing style—with the brand itself. Ney. “We believe the brand has everything it needs to become a leading brand in the Brazilian market first, and a global leader later,” said Wanderley.

Partnership

This partnership, which gave rise to Pley by Ney, is the result of an agreement between Tial, NR Sports, and Fun Brands, a Florida-based company (USA) that serves as the project’s mentor. “The project was initially presented to us by Fun Brands, which, back in 2024, signed an agreement to develop this brand with NR Sports, the company that holds the image rights to Neymar Jr. “Over the course of last year, this project took shape and gained even greater significance after mutual contacts brought the two companies closer together,” states Victor Wanderley, Tial’s CEO.

Tial will be responsible for manufacturing and marketing the products. However, the project will involve many stakeholders. Fun Brands, which holds the license for the player’s brand, will initially handle all marketing through Mfield, which will be directly involved in promoting the products, along with a team dedicated to defining and validating the product and the brand.

The project's main investor is Icon International Inc., a company that handles US$2 billion in media spending annually in the United States. Icon will be responsible for marketing investments and international media negotiations.

The product’s formula, for example, was developed by Tial’s research and development team, with contributions and validation from NR Sports, Fun Brands, and Icon. “Since it’s a beverage ‘from Neymar Jr.,’ I was directly involved in validating the product concept and the formula,” says the athlete. “I’m sure that everyone who identifies with my lifestyle will enjoy the final result.” For Tial, the project represents an opportunity to expand its portfolio as part of a broader effort to become a platform for sustainable, healthy, and accessible beverages featuring high-quality products and a brand that resonates. “We’re currently in a phase of national expansion, with international prospects, and we joined the project because we believe in the brand’s potential and in what this product represents for this new chapter in Neymar Jr.’s life and for Tial itself,” says Wanderley.