According to the news from KBS TV station in South Korea, Bailey, the king of soccer, sued Samsung for using models similar to Bailey in advertisements without his permission, which infringed his trademark rights, and asked Samsung Electronics to compensate 30 million dollars (about 194 million yuan).

In 2015, Samsung used a model image very similar to Pele in its TV advertisement in the New York Times, but the advertisement did not mention such keywords as Pele. However, Bailey said that Samsung not only used a model similar to his appearance, but also showed the image of a player playing football on the TV in the advertisement, which seemed to deliberately mislead the audience.