Pelé, with Brazil President Luiz Inácio Lula da Silva, and First Lady Marisa, 13 July 2004.Prime Licensing, the company created and owned by the long time friend and fashion businessman Jose Alves de Araujo, now manages the Pele brand including contracts with Puma, Pelestation, QVC, Freemantle Media(American Idol), Pele L'uomo, Pele Arena coffee houses, etc.
The most notable area of Pelé's life since football is his ambassadorial work for various bodies. In 1992, Pelé was appointed a United Nations ambassador for ecology and the environment.
He was awarded Brazil's Gold Medal for outstanding services to the sport in 1995, Brazilian President Fernando Henrique Cardoso appointed him to the position of "Extraordinary Minister for Sport" and he was appointed a UNESCO Goodwill Ambassador. During this time he proposed legislation to reduce corruption in Brazilian football, which became known as the Pelé law. Pelé left his position in 2001 after he was accused of involvement in a corruption scandal, although nothing has been proved so far. In 1997 he was given an honorary British knighthood.
Pelé at Bramall lane, celebrating Sheffield F.C.'s 150th anniversaryPelé scouted for Premier League Fulham in 2002. He was chosen to do the draw for the qualification groups for the 2006 FIFA World Cup finals.
Pelé has published several autobiographies, starred in documentary and semi-documentary films and composed various musical pieces, including the entire soundtrack for the film Pelé in 1977. He appeared, alongside other footballers of the 1960s and 1970s, Michael Caine, and Sylvester Stallone, in the 1981 film Escape to Victory, about an attempted escape from a World War II Nazi POW Camp. Pelé was the first sports figure featured in a video game with the Atari 2600 game Pelé's Soccer.
Pelé signed a major autobiographical book deal in 2006, resulting in a giant-sized, 45 cm × 35 cm, 2,500 unit limited-edition collectible "Pelé", created by UK luxury publishers, Gloria, as the first-ever football "big book". In the same period, Pelé received a lifetime achievement award from the BBC and in June 2006, helped inaugurate the 2006 FIFA World Cup finals, alongside supermodel Claudia Schiffer. Pelé has also helped to promote viagra and raise the awareness of impotency.
Pelé was guest of honour at the world's oldest football club, Sheffield F.C.'s 150th anniversary match v Inter Milan in November 2007. Inter won 5–2 in front of an appreciative crowd of nearly 19,000 at Bramall Lane. As part of his visit, Pelé opened an exhibition which included the first public showing in 40 years of the original hand written rules of football.