One of football’s greatest legends, the Brazilian forward number 10, Pele, is suing the South Korean electronics giant Samsung for using a lookalike in an advertisement without his permission. The BBC reports: He is claiming at least $30m (£21m), according to legal papers lodged at the US District Court in Chicago. The advertisement for ultra high-definition televisions ran in the New York Times without Pele’s permission. Pele, 75, whose full name is Edson Arantes do Nascimento, is considered by many to be the best player of all time. He played for Brazil’s victorious World Cup winning teams of 1958 and 1970, scoring in both finals, and was in the squad which won in 1962. With club side Santos he twice won the Copa Libertadores and Intercontinental Cup. Later in his career he went on to become the face of “soccer” in the US, as the NASL looked for a sporting breakthrough in the mid-1970s. Scissors kick It is alleged that Samsung ran the advertisement after breaking off negotiations in 2013 to use Pele’s image to promote its goods. According to the complaint, the ad – which does not name Pele – includes a facial photo of a man who “very [...]