Pele suing Samsung for $30 million

Brazil legend claims company used his identity in adverts for TVs

Pele suing Samsung for $30 million

Pelé ©INPHO/James Crombie

Brazil legend Pele is suing electronics company Samsung for $30 million in a Chicago court.

The three-time World Cup winner claims the Korean company improperly used his identity in adverts which appeared in The New York Times.

His attorney Fred Sperling filed the lawsuit which claims that Samsung used a Pele look-alike in a full page advert for high-definition televisions back in October.

"The goal is to obtain fair compensation for the unauthorized use of Pele’s identity and to prevent future unauthorized uses," said Sperling.

The attorney also represented basketball legend Michael Jordan when he won $9 million after a grocery chain used his likeness in an advert.