Heirs of Maradona reach agreement with Swedish firm to promote brand

The five children of the Argentine football icon Diego Maradona, who passed away in 2020, have entered into a partnership with Ash Pournouri, a businessman of Swedish Iranian origin, and his enterprise Electa Global, aimed at commercialising items under the Maradona brand, as announced by the Swedish firm on Tuesday.

In a press release, the company explained that as part of this extended collaboration, Electa will oversee every element of product creation, production, promotion, and distribution, working closely alongside the family.

Pournouri shared with AFP that official Maradona merchandise remains quite scarce.

Argentinas celebrated number 10 suffered a fatal heart attack on 25 November 2020, aged 60.

Unlike other soccer luminaries like Cristiano Ronaldo or Kylian Mbappe, who have successfully turned their fame into commercial empires, Maradona never pursued such ventures.

Pournouri noted that this was in part because no such initiatives materialised while he was alive, and following his death, his relatives showed reluctance to partner with external parties, requiring considerable effort to build their confidence.

The successors stated, Our fathers legacy holds immense value for countless individuals globally.

They added that it extends beyond mere merchandise.

It concerns safeguarding Diegos essence, including his fervour, vitality, and affection for others.

The initial lineup will feature premium apparel, footwear, and accessories tailored for the European audience.