Neymar is proving that his influence at Santos extends far beyond what he can do on the pitch.

With the Brazilian superstar currently sidelined by a thigh injury, Neymar has reportedly taken on an increasingly important role behind the scenes, helping Santos overcome its transfer crisis and strengthen the squad for the decisive part of the 2026 season.

The ambitious objective is clear: Santos want to make a serious run at the Copa Sudamericana and reach the final, while also improving their position in the Brazilian Championship.

What makes the story particularly remarkable is Neymar’s involvement in making the squad rebuild possible.

Neymar’s company helps Santos clear transfer ban

Santos were unable to register new players after FIFA imposed a transfer ban following a financial dispute with Monaco over the 2023 transfer of Jean Lucas.

The Brazilian club owed Monaco approximately €2 million, and after Santos’ appeal was rejected by the Court of Arbitration for Sport, FIFA imposed a ban covering three transfer windows.

That threatened to derail Santos’ plans in the middle of the season.

However, the club found a solution with the help of NR Sports, the sports marketing company associated with Neymar’s family. Reports indicate that NR Sports provided the financial support required to settle the debt, with Santos subsequently returning to the transfer market.

According to reports, the arrangement also involved commercial rights, including advertising space on Santos’ shirts. The deal allowed the club to remove the transfer restriction without having to fund the entire payment from its already-strained finances.

The distinction is important: reports describe the payment as coming through Neymar’s sports marketing company, rather than confirming that Neymar personally handed over €2 million.

Nevertheless, the impact of his involvement has been enormous.

From clearing the ban to recruiting major names

Once Santos were cleared to register players, the club moved quickly.

Arthur was brought in on a short-term deal, adding experience to the midfield. Rodinei and Lima also joined as Santos attempted to improve the squad without committing to large transfer fees.

Then came the arrival of Everton Cebolinha.

The former Brazil international left Flamengo and signed for Santos until the end of the 2026 season. The winger arrives with an impressive résumé, including a Copa América title with Brazil and major trophies won during his career with Grêmio and Flamengo.

Santos officially confirmed his signing on September 9, describing him as the club’s fourth reinforcement of the transfer window.

But Neymar was not finished.

Neymar pushes for Philippe Coutinho

One of the biggest stories surrounding Santos’ recruitment drive has been Philippe Coutinho.

Neymar reportedly personally pushed the club to bring his former Brazil teammate to Vila Belmiro. According to Brazilian reports, Neymar was directly involved in the conversations surrounding the midfielder, describing Coutinho as a player he wanted at Santos.

Coutinho, who had been without a club since leaving Vasco da Gama, was undergoing medical examinations before completing his move. The proposed agreement is a short-term contract running until the end of the season.

The signing would give Santos another technically gifted player with international experience.

It also demonstrates the extent to which Neymar is influencing the club’s recruitment strategy.

Rather than simply being the team’s biggest star, he is increasingly acting as a bridge between Santos and established players who could help the club compete immediately.

A calculated short-term strategy

Santos’ recruitment strategy is also financially significant.

The club has focused heavily on players arriving without transfer fees, on loan or on short-term contracts. That approach allows Santos to increase the quality and experience of the squad without committing enormous amounts of money to transfer fees.

The club has also said it reduced its wage bill significantly following the departures of several players, creating room for the new arrivals. Reports indicate that Santos reduced its monthly payroll by approximately R$7 million between March and September.

That makes the current recruitment drive less reckless than it might initially appear.

Santos are essentially betting on experienced players who can make an immediate impact during the final months of the season.

The Sudamericana is the ultimate target

The timing of the rebuild is crucial.

Santos are competing in the Copa Sudamericana and have reached the decisive stages of the competition. The club recently defeated Atlético-MG 2-0 in the first leg of their quarter-final, putting themselves in a strong position to progress.

The next objective is to reach the semi-finals—and ultimately the final.

New arrivals such as Arthur, Everton Cebolinha and potentially Coutinho are being brought in specifically to strengthen the squad for this crucial period.

For Neymar, the ambition appears to be about more than simply surviving the season.

He wants Santos to become competitive again.

Neymar’s new role at Santos

Neymar’s influence is particularly striking because he remains one of the most important players at the club despite his current injury.

His involvement demonstrates how closely his personal interests are tied to Santos’ future.

The club that produced Neymar has struggled financially and competitively in recent years. Now, the 34-year-old superstar appears determined to help restore Santos’ status through his influence, commercial network and relationships within football.

Clearing the transfer ban was the first step.

Recruiting experienced players was the next.

Now comes the difficult part: turning those signings into results.

If Arthur can stabilize the midfield, Everton Cebolinha can rediscover his attacking form and Coutinho can regain his rhythm after a lengthy spell without competitive football, Santos could have a significantly stronger squad for the final stretch of the campaign.

And Neymar’s influence could become one of the defining stories of their season.

The message from Santos is becoming increasingly clear: Neymar is not simply trying to finish his career at the club where he became a star. He wants to help rebuild it—and the Copa Sudamericana may be the first major test of that ambitious project.