Neymar’s public life blends on-field performance with a core team that plans fan events and sponsor activations, generating ticket/merch revenue and social content.
Neymar’s curated fan experiences on his own platform (Neymarjr.com) and the intimate gatherings that shape his image are crucial for his business. The interplay between family, entourage, and business ventures defines how Neymar manages fame, brand partnerships, and cultural influence.
Neymar’s Family Ties
Parents’ Influence On His Career And Finances
Neymar’s parents, Neymar Santos Sr. and Nadine Gonçalves, have played a considerable role in his career and financial affairs.
Father’s Influence (Neymar Santos Sr.)
- Career Management: Neymar Sr. has been heavily involved in managing his son’s career, acting as his agent and advisor since early in his development, according to Goal. Neymar Sr. was instrumental in the controversial move to Barcelona and the record-breaking transfer to PSG.
- Financial Control: Neymar Sr. has been involved in the financial aspects of his son’s career. A BBC report from 2014 indicates that he and Neymar’s mother owned a share of his transfer rights. A company run by Neymar’s parents was involved in the controversial Barcelona transfer that led to fraud and corruption charges.
- Guidance and Support: According to Goal, Neymar Sr. has been a mentor and source of advice for his son throughout his career. He has emphasised the importance of pursuing dreams and focusing on playing football.
Mother’s Influence (Nadine Gonçalves)
- Moral Support and Defence: Nadine has publicly defended her son amidst controversies, urging him to focus on football and offering moral support. She supported him, including in 2019, when Neymar denied a rape allegation. The case received extensive coverage. His mother publicly supported him.
Early Developments: Both parents played a role in Neymar’s early development in football, providing a supportive family environment.
Neymar As A Father: Personal And Family Moments
Neymar has embraced fatherhood and frequently shares insights into his personal life and family moments on social media. This showcases a softer and more intimate side away from the football pitch. He is the father of three children from different relationships:
- Davi Lucca da Silva Santos: Born in August 2011 to his former girlfriend, Carolina Dantas. Neymar was 19 at Davi’s birth.
Neymar maintains a harmonious relationship with the mothers of his children, demonstrating a commitment to co-parenting.
Public glimpses of Neymar’s softer side, like father-daughter images that circulated on X on July 5th, 2025, humanise the star and enhance his appeal to family-friendly branding and community projects.
Close Sibling And Extended Family Connections
Extended family members frequently appear in the Brazilian forward’s campaigns and events. For example, he came out with his family on May 11, 2025, to support Al Hilal, as shown in this post on Instagram. This reinforces a narrative of authenticity and continuity that sponsors value when evaluating long-term endorsements and legacy opportunities.
The Toiss – Friends Who Became a Brand
Who Are The Toiss And Their Role In Neymar’s Life
The “Toiss,” sometimes referred to as the “parcas” (Portuguese slang for “partners”), according to Yahoo Sports, are a close-knit group of friends who have been a constant presence in Neymar’s life and career.
The core group consists of childhood friends and individuals who have known Neymar since his formative years. They are often described as brothers to the footballer.
According to a Yahoo Sports report, the key members include:
- Jo Amancio: A childhood friend who played alongside Neymar in Santos’ youth ranks and is considered his closest confidante.
- Gilmar Cebola Araujo: Neymar’s personal photographer, who also collaborates on marketing and social media content.
- Carlos Henrique: Manages some of Neymar’s commercial and business interests.
- Guilherme Pitta: Responsible for organising leisure activities and entertainment.
- Gustavo Almeida: A childhood friend and teammate who now serves as an advisor for the family business and helps with music artist recruitment for Neymar’s NR Sports company.
- Cristian Guedes: Another childhood friend involved with NR Sports.
- Alvaro Costa: Hired by Barcelona to help Neymar adapt after his initial move to the club.
Reported Salaries And Benefits For Being Part Of His Entourage
Some of the members of the Toiss have taken on professional responsibilities. A New York Times report indicates that Carlos Henrique looks after business and commercial interests, which provides an estimate of their earnings.
According to the Sun, the entourage serves as a social and emotional support system, helping Neymar Jr. manage the intense pressure of his career.
Tabloid estimates on their salaries vary since no verified figures are public. For example, the Sun report says Neymar’s entourage earns up to $11k-per-month. An All Football article also quotes this figure. However, these are estimates, and the involvement of the Toiss in business ventures with Neymar and his image means that their earnings are likely to differ from the publicly cited figures.
Impact Of Friendships On Neymar’s Image And Lifestyle
Maintaining a loyal entourage sustains Neymar’s curated lifestyle. While the Toiss are not directly involved in official marketing roles, they’re part of his established ‘Neymar Inc.’ brand. It’s machinery built to manage his career, sponsorships, and public image, supporting his focus on football.
Business Ventures Beyond Football
Neymar’s Net Worth And Financial Growth
Neymar Jr. has consistently ranked among the world’s highest-paid athletes, building wealth primarily through lucrative football contracts, endorsements, and investments.
According to Yahoo Entertainment, Neymar Jr. is estimated to have a net worth of $420 million as of September 8, 2025. This marks a significant increase from his reported net worth of $200.7 million at the start of 2023.
Salary and Transfers
- Record-breaking Transfers: Neymar’s transfer from Barcelona to PSG in 2017 for €222 million remains the most expensive transfer in history, according to the BBC. In 2023, he joined Al Hilal in the Saudi Pro League for a reported $98.6 million, according to ESPN UK.
- High-Earning Contracts: Neymar Jr.’s earnings through contracts are summarised below, according to AiScore:
| Years | Weekly Salary | Annual Salary | Team |
| 2024/25 | €1.8M | € 96.7M | Al Hilal |
| 2023/24 | €1M | € 56.3M | Al Hilal |
| 2022/23 | €1M | € 56.3M | Paris Saint-Germain |
| 2021/22 | €1M | € 56.3M | Paris Saint-Germain |
| 2020/21 | €1M | € 56.3M | Paris Saint-Germain |
| 2019/20 | € 832,692 | € 43.3M | Paris Saint-Germain |
| 2018/19 | € 832,692 | € 43.3M | Paris Saint-Germain |
| 2017/18 | € 832,692 | € 43.3M | Paris Saint-Germain |
| 2016/17 | € 550,288 | € 28.6M | FC Barcelona |
| 2015/16 | € 325,404 | € 16.9M | FC Barcelona |
| 2014/15 | € 212,096 | € 11M | FC Barcelona |
| 2013/14 | € 241,173 | € 12.5M | FC Barcelona |
Endorsements And Sponsorship Empire
Neymar holds endorsement deals with several global brands, including Puma, Red Bull, Gillette, and Beats by Dre.
His deal with Puma, signed in September 2020, is reportedly worth $29 million per year. This makes it the largest individual sports sponsorship in history and exceeds the value of deals held by Lionel Messi and Cristiano Ronaldo.
New Ventures—Cocktails And Mocktails Brand Partnership
Neymar has ventured into the beverage industry with his own line of cocktails and mocktails, called Pley by Ney, launched in May 2025 by Tial, NR Sports, and Fun Brands.
Here are the details of his brand partnership:
- Brand Name: Pley by Ney
- Partners:
- Fun Brands (USA), also called Fun Family Brands, was launched in 2013 by Tracy Fredkin.
- Another partner is Tial (Brazil), which was founded in 1986 in Visconde do Rio Branco.
- The other partner, NR Sports, was founded in 2006 as the management company for the image and career of Brazilian footballer Neymar Jr. and Olympic champion Thiago Braz.
- Product Focus: Low-alcohol cocktails and zero alcohol mocktails.
- Flavours: The initial launch featured three different tastes, including Tropisamba, Mangofunk, and Greengroove.
- Target Audience: Consumers who identify with Neymar Jr.’s lifestyle and seek healthy habits.
- Neymar Jr.’s Involvement: Neymar himself was directly involved in validating the product concept and formulation.
Culture, Media, and Global Influence
Documentaries And Media Portrayals
Neymar’s cultural influence is heavily shaped by media portrayals, such as Neymar: The Perfect Chaos. This three-part Netflix docuseries, released in January 2022, chronicles Neymar Jr.’s life and career. It addresses the former Barcelona player’s highs and lows in his personal and professional life, including controversies like when he denied a rape allegation in 2019.
Neymar has also been featured in other documentaries and media coverage exploring his career milestones. This includes his early career in Brazil and the highs and lows with the Brazilian national team, like the traumatic injury at the 2014 World Cup and the 2016 Olympic victory.
Fan Interactions And Community-Driven Projects
Neymar’s platform initiatives bring fans, friends, and family together, hosting events that amplify grassroots fandom and support community-facing projects that dovetail with philanthropic activity and localised exposure.
An example is the PUMA event Neymar Jr. held on June 10, 2021, for the children of Centro da Coroa FC. It’s a local football club located in Neymar Jr.’s home state of São Paolo. The children received PUMA x Neymar Jr. gifts and a special piece of paper with a message from their hero asking them to draw their dreams.
How Neymar Balances Celebrity With Personal Connections
The balance Neymar Jr. seeks between high-profile commercial work and private family moments is crucial. This delicate dynamic allows him to maintain a credible persona that helps secure premium partnerships while protecting the emotional core of his public story.
His personal brand is anchored by his family, as illustrated by this post on June 10th, 2024, on Instagram. At the same time, he uses his social media platforms to advance specific brands, such as PUMA, seen in this post on Instagram on September 12th, 2024.
F.A.Q.
-
Who are Neymar’s closest friends, and what role do they play in his life?
-
How does Neymar’s family influence his career and lifestyle?
-
What are Neymar’s major business ventures outside football?
-
What is the significance of the Toiss in Neymar’s public image?
