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Cristiano Ronaldo’s decision to remove two Coca-Cola bottles from view at a press

conference, and dent the value of the💋 fizzy drink maker’s sponsorship of the European

Championship, has highlighted the risks brands face associating with sports stars made

powerful💋 by the social media era.

The Portugal captain, a renowned health fanatic who

eschews carbonated drinks and alcohol, underlined his point💋 by holding a bottle of

water while saying “agua”, Portuguese and Spanish for water. The water brand in

question happened💋 to be owned by Coca-Cola too, but the damage – by a major sports star

with 550 million social media💋 followers – was done.

“It’s obviously a big moment for

any brand when the world’s most followed footballer on social media💋 does something like

that,” says Tim Crow, a sports marketing consultant who advised Coca-Cola on football

sponsorship for two decades.💋 “Coke pays tens of millions to be a Uefa sponsor and as

part of that there are contractual obligations for💋 federations and teams, including

taking part in press conferences with logos and products. But there are always

risks.”

Major brands have💋 never been able to control the actions of their star

signings. Nike decided, stoically, to stand by Tiger Woods as💋 the golfing prodigy lost

sponsors including Gillette and Gatorade after a 2009 sex scandal. However, Ronaldo’s

public snub signifies a💋 different kind of threat to the once cosy commercial balance of

power between stars and brands, one born of the💋 social media era.

“Ronaldo is right at

the top of social media earners,” says PR expert Mark Borkowski. “It is about💋 the rise

of the personal brand, the personal channel, it gives so much bloody power. That’s what

has allowed Ronaldo💋 to make a point [about a healthy lifestyle].”

Now 36, the world’s

most famous footballer has built an empire that has💋 seen him make more thanR$1bn

(£720m) in football salaries, bonuses and commercial activities such as sponsorships.

What is crucial is💋 the global platform social media has given him – half a billion

followers on Instagram, Twitter and Facebook – which💋 has freed him from following the

commercial rules of clubs, tournaments and their sponsors. He is the highest earner on

💋 Instagram, commandingR$1m per paid post, and with more thanR$40m in income from the

social media platform annually he makes more💋 than his salary at Juventus.

“People are

saying this is about athlete activism and there is some truth to that,” says💋 Crow.

“Athletes are taking a more activist view, we are seeing that, most recently in press

conferences. And we will💋 see it again.”

On Tuesday, the France midfielder Paul Pogba, a

practising Muslim, removed a bottle of Euro 2024 sponsor Heineken’s💋 non-alcoholic 0.0

brand from the press conference table when he sat down to speak to the media after his

team’s💋 1-0 win over Germany. Three years ago, he was one of a group of Manchester

United stars who boycotted a💋 contractual event for sponsors to protest at the club’s

poor travel arrangements that had affected Champions League games.

Crow says the💋 most

important example of athlete activism came last month when Naomi Osaka, the No 2-ranked

female tennis player, pulled out💋 of the French Open after being finedR$15,000 and

threatened with expulsion by organisers for saying she would skip contractual media

💋 obligations because of the effect on her mental health.

Osaka, who has more than 4

million social media followers, used Twitter💋 to explain her “huge waves of anxiety” and

the “outdated rules” governing players and media conferences, and announce she was

💋 pulling out of Roland Garros.

“Activism is now on every sponsor’s radar,” says Crow,

who believes Ronaldo’s move could mark the💋 beginning of the end of product

placement-laden press conferences.

“My view is that for a long time now having

sponsors’ products💋 on the table in front of athletes in press conferences looks

outdated and inauthentic and it’s time to retire it,”💋 he says. “This incident

highlights that fact. Many of my sponsor clients have mentioned this in the past,

particularly those💋 targeting younger consumers. It’s not as if sponsors don’t have

enough branding throughout tournaments and events anyway.”

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