Brazilian football legend Pele sueing is electronics giant Samsung, pele claims the firm improperly used a lookalike in an advertisement.
The 75-year-old legend is claiming at least $30 million (£21m), according to legal papers lodged at the US District Court in Chicago.
Samsung did an advertisement for ultra-high-definition televisions on the New York Times without Pele’s permission.
Born Edson Arantes do Nascimento, Pele is considered by many to be the best player of all time.
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, which does not name Pele, the ad includes a facial photo of a man who “very closely resembles” him, and also a small picture of a footballer making a “modified bicycle or scissors-kick, perfected and famously used by Pele”.
The iconic star now makes much of his income through product endorsements.
Pele is well-known for his bicycle or scissors-kick.
The complaint also says that the Samsung advertisement will damage the value of his endorsement rights and mislead consumers into thinking he backs Samsung products.