Football Magazine Pays Tribute to Sport Legend in First Christmas without Pelé

It has been a year since the passing of Pelé, the legendary number 10 of the Brazilian national team, affectionately nicknamed 'O Rei' (The King). In these first Christmases without the presence of the historic footballer, Panenka, the football culture magazine, wanted to honour Pelé by creating the 'O Rei' Roscón, a creative reinvention of the classic Three Kings' cake, designed to reflect the brilliant career of the footballer and replace the three kings with just one: O Rei.

To carry out this project, Panenka collaborated in the creative conception and production with the agencies VMLY&R and Hogarth. The 'O Rei' Roscón has been crafted using the ingredients that propelled the Brazilian star to the pinnacle of football, as a tribute to the king of the sport. For the creation of this reinvented traditional Christmas dessert, carefully selected ingredients representing the highlights of Pelé's career have been used, including a three-dimensional figure of Pelé as the cake's figurine and, instead of the traditional bean, a soccer ball.

The launch of this unique Roscón coincides with the release of issue 134 of Panenka's print magazine, a monographic issue of 116 pages dedicated to exploring the career and legacy of Pelé. To promote this initiative, several promotional ads have been created and will be distributed through the magazine's own channels, with the participation of footballers, journalists, and influencers on social media, such as Borja Iglesias, Antonio Blanco, or TikToker Xoan Ramos, among others. Those who purchase this special issue and participate in the giveaway through Panenka's social media will have the opportunity to enjoy the 'O Rei' Roscón.

"The inspiration behind 'O Rei,' the king's cake in homage to Pelé, lies in the magic that made Pelé the undisputed king of football. We wanted to capture the essence of his legendary career and reflect it in every detail of the cake, turning this traditional sweet into a unique tribute to the Brazilian star," says Álex López, COO at Panenka.

"These are the first Christmases without Pelé, and what better way to pay a heartfelt tribute to the football legend than through the most typical Christmas treat. The 'O Rei' Roscón is not only a delicious creation inspired by Pelé's achievements but also a way to celebrate his eternal influence on the sport," comments Paulo Areas, chief creative officer at VMLY&R Spain.