José Reinaldo de Lima (born 11 January 1957) is a former Brazilian footballer who played as a striker.
He is popularly known as Reinaldo or Rei (The King).
Widely regarded as one of the greatest strikers in the history of Brazilian football, Reinaldo played most of his career for Atlético Mineiro, and still holds the record of highest goal average per game in the Brazilian league, with 1.55 goals per match in the 1977 Brazilian Championship, at a time when Atlético Mineiro was regarded to have one of the best teams in the world.