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32-year-old Neymar, one of the most well-known strikers of his era, made the news again this past week after announcing he would be returning to Santos, where he once played, in Brazil.
This move isn't driven by nostalgia alone. Many hoped for Neymar to choose a stint in Major League Soccer before returning home, to join a club like Inter Miami —or even favor a prolonged stay in Saudi Arabia. In the end, Neymar did what he needed to do to satisfy his ongoing ambitions with financial foresight, and ultimately, while eyeing his legacy, chose to go home.
The Santos Connection: More Than Just Football
Santos FC is Neymar's academy roots, where he became the Neymar Junior everyone wanted to know more about. Between 2009 and 2013, Santos was a launchpad for his skills, making him a household name worldwide. But returning to the club isn't merely a sentimental journey—it's part of an articulate set of actions to restore Neymar's name domestically.
Neymar sees Santos as more than his next team; he will leverage it as a platform for long-term influence. Much like LeBron James has leveraged his NBA career into a mogul-like status with aspirations beyond basketball, the Brazilian is charting a similar path in his niche. His return to South America could open doors to club management, marketing, and ownership roles. The move to Santos now vs. later isn't about winding down his career—it's about setting the stage for life after football while still commanding attention on the field.
Financial Power Plays: The Business of Being Neymar
While European clubs and MLS teams could offer attractive contracts, none compare to the unique financial ecosystem Neymar enjoys in Brazil. In Europe, Neymar was already a superstar with very little to prove. Still, South of the Equator, in Brazil, he's an icon, a cultural force woven into the nation's fabric, stitched together by the promise of once winning a World Cup for Brazil.
Besides, sponsorship deals, advertising contracts, and media appearances are far more lucrative when Neymar plays in Brazil. He's hard to miss on billboards, TV ads, and every corner of Brazil's social media ecosystem. Brands don't just want him as an ambassador—they want him visible, relevant, and accessible to their fan base.
His presence will ensure that television ratings for the Brasileirao, ticket sales, merchandise revenue for Santos, and, most importantly, Brazilian football all continue to rise. And now, Santos, after years stagnant behind Palmeiras, São Paulo FC, and Corinthians, the other top-flight sides from the largest state in the nation, has a chance to once again be at the forefront of the nation's undivided sports audience attention. In financial terms, it means maximizing everything from his income to influence, all linked to his image potential.
In the long term, no one can deny the benefits of a potential stake in Santos FC. With teams now relying on capital injections from a variety of high-profile investors, having a stake in the club that once revealed Pelé, Robinho, and NJR - the prodigy - adds another layer to NJR's - the mogul - aspirations that go well beyond his playing days. Eventually, it will give him control over decisions that shape Santos—a level of influence few footballers achieve.
Edelson Alves, a former Santos council member, talks about Neymar returning to Brazil (Erik Hultstrom / Pitchside US)
A Tough Chapter in Saudi Arabia
But first, Neymar has to put his stint in Saudi Arabia with Al Hilal behind him. It wasn't expected to just be another lucrative chapter in Ney’s career. It was supposed to be new and productive, a stop at a place and time when many footballers were betting high on the Saudi league's growth and soccer in the Middle East as a whole following the Qatar World Cup in 2022.
Instead, NJR's time at Al Hilal was one of the most challenging periods of his professional career and, in a sense, his personal life. Despite the financial appeal of being the second most known and famous player behind Cristiano, the emotional disconnect of being injured, so far away from home shifted Ney closer to Brazil than ever before.
Injuries suddenly compounded his struggles, as the Brazilian found himself on the wrong side of a lengthy recovery once again, then missing the Copa America in 2024 and most of Saudi Arabia's regular season. The whole Saudi League experience highlighted a key lesson: money alone isn't enough for once-in-a-generation players like Neymar. For him, emotional connection, cultural resonance, and a sense of purpose matter just as much—if not more.
Why MLS Was Never the Right Fit
There was a palpable buzz around Neymar potentially joining Major League Soccer, first with Inter Miami, where he could have teamed up with former teammates Lionel Messi and Luis Suárez. From a marketing perspective, it made perfect sense. MLS is expanding, although most of its growth is domestic, and Neymar's star power would have been a massive asset to any market. People would have paid a premium to see him play alongside Messi.
Then there was some buzz that the Chicago Fire was ready to throw a lot of money at Neymar, but in the Midwest, the reality of the league is more complex than just dollars. There's no way to sugarcoat this: Chicago lacks the deep cultural connection Neymar craves. It has vibrant, diverse soccer communities but fails to provide the same football culture, media frenzy, or fan devotion he will enjoy (and then not) in Brazil.
I've spent most of my adult life seeing Neymar thrive in environments where he's the center of attention—not just another marquee player in a growing league. In Brazil, every match, every goal, and every appearance is a national event. That level of adoration is hard to replicate elsewhere, and for Neymar, it could also mean a ticket back to the National Squad for a last World Cup run with Brazil in 2026.
Legacy Over Convenience
But MLS would probably been an easier route, one taken by Gareth Bale, who chose to play for LAFC instead of heading home to Europe, where his every move had been ostracized for too long. Make no mistake - Neymar, returning to Santos isn't about comfort or familiarity—nothing about being at the center of a significant team rebuilding has any appeal of a safety net, especially after the lousy couple of seasons in Saudi Arabia.
Neymar, simply put, needs a win, an easy one. At Santos, he's not just another footballer; he's a legend, a symbol of the club's golden era, and now, potentially, its future architect. Everyone will be watching.
Yet, his decision reflects a broader trend among football's elite: the desire to transition from player to power broker. In the US, David Beckham parlayed his MLS career into ownership with Inter Miami. In Brazil, Neymar could be laying the groundwork for a post-playing career that keeps him at the forefront of the sport, alongside other power players like Ronaldo Fenomeno, of Cruzeiro, and the new American kid on the block, Botafogo's money man, John Textor.
Now Neymar gets to reconnect with his roots at a time when Brazilian football is undergoing a renaissance. Young talents are emerging, the domestic league is becoming more competitive, and there's a renewed sense of national pride. Menino Ney is positioning himself at the heart of this revival and ensuring his influence extends beyond personal achievements (and mishaps) to shaping the future generations of Brazilian football.
In Brazil, soccer conversations have started and ended with Neymar's name on it for a very long time. It began to fade away, and many speculated about his next move: maybe a next MLS contract, a reunion with Messi, or his Saudi millions earned in mere minutes played. Suddenly, Neymar quietly made the most brilliant move of his career—securing his status as a footballer, mogul, leader, and enduring icon of Brazilian football.
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