Brazilian soccer legend Pele looks on during a news conference in Rio de Janeiro, in this file photo taken February 5, 2014. REUTERS/Lucas Landau/Files
(Reuters) - Brazilian football legend Pelé has sued Samsung Electronics Co <005930.KS> for at least $30 million, alleging the Korean company improperly used a look-alike in an advertisement that ran in the New York Times without permission.
According to the complaint filed this month in federal court in Chicago, Samsung placed the October ad for ultra high-definition televisions after breaking off negotiations in 2013 to use Pelé's identity to promote its products.
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