‘It’s a tragedy’: Cristiano Ronaldo’s retirement could cost Portugal millions, marketing expert warns | Football News
Portugal could face a major commercial and perception crisis once Cristiano Ronaldo draws the curtain on his international career, with a leading marketing expert warning that the Portuguese Football Federation (FPF) risks losing millions in revenue and world attention if it fails to prepare for life after its greatest player.While Ronaldo has yet to confirm when he will retire from international football, the 41-year-old has revealed that it will be in 2026 FIFA World Cup which will be his last appearance in the tournament. Portugal’s last 16 exit against eventual champions Spain has only fueled questions about what will happen next for the legendary forward and the national team.According to Daniel Sá, executive director of the Portuguese Institute of Marketing Administration (IPAM), the FPF faces a major branding challenge when Ronaldo eventually leaves.“It may be a little harsh to say, but from a brand perspective, Ronaldo is incomparably bigger than the entire Portuguese national team and countless others combined,” Sá told the Lusa news agency.
‘It would be a tragedy if he left’
Sá believes that Ronaldo’s influence goes beyond goals, trophies and records. The Al Nassr forward, he argues, has been the face of Portuguese football for more than two decades, driving sponsorships, television audiences and commercial partnerships unlike any other player.“I am not doing an analysis of the sport, but an analysis of the brand: it will be a tragedy if he leaves, because people still do not understand the media attention that will disappear. We will fall on a high-speed escalator.”The marketing expert added that Ronaldo is the driving force behind FPF’s commercial success.“He made them sign many contracts and earn a lot of money for more than 20 years.”Sá urged the federation to start building a new identity before Ronaldo’s departure becomes official.“I believe that the FPF is preparing a different narrative, because it does not rely on just one person and must present other types of arguments. Obviously, there is more to Portuguese football than Ronaldo, but they must examine this new strategy.”
More than a footballer: Ronaldo’s brand will last his career
According to Sá, Ronaldo’s value is no longer defined solely by his performances on the pitch.With over a billion followers on social media platforms, the five-time Ballon d’Or winner has become one of the most influential sports figures in history. His global sponsorship portfolio, business ventures and digital reach make him one of football’s most powerful commercial assets.“Along with the player, there is Ronaldo the influencer, who is the biggest in the world and the most followed person on social media, Ronaldo is sponsored by many national and international brands, and Ronaldo has invested in many industries.”Sá believes that the influence will only continue after retirement: “After he stops playing, this brand will continue to grow.”The FPF itself recognized Ronaldo’s unparalleled commercial value. Chief marketing and commercial officer João Medeiros Cardoso recently admitted that the federation was “too stupid” not to create campaigns around Ronaldo, especially during the 2026 World Cup in the United States, one of football’s biggest commercial markets.Cardoso also stressed that while young stars like Nuno Mendes, Vitinha and Bruno Fernandes will lead Portugal into a new era of football, replacing Ronaldo’s cultural and commercial influence will be almost impossible.“We cannot compare that with anyone else,” said Cardoso. “When we talk about Messi and Cristiano, we talk about the most influential people probably in history.”
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