‘It would be a tragedy’: Marketing expert warns Cristiano Ronaldo’s retirement could cost Portugal millions Football News
Portugal could face a major commercial and visibility crisis once Cristiano Ronaldo ends his international career, with a leading marketing expert warning that the Portuguese Football Federation (FPF) risks losing millions in revenue and global attention if it fails to prepare for life with the greatest player of all time.While Ronaldo has yet to confirm when he will retire from the national team, the 41-year-old revealed the news during the 2026 season. fifa world cup This would be his last time competing. Portugal’s loss to eventual champions Spain in the last 16 only heightened questions about the fate of the legendary striker and the national team.Daniel Sá, executive director of the Portuguese Institute of Marketing Management (IPAM), said that once Ronaldo finally leaves, FPF will face huge brand challenges.“It may be a bit harsh to say this, but from a brand perspective, Ronaldo is much bigger than the entire Portuguese national team and countless other national teams combined,” Sa told Lusa news agency.
‘It will be a tragedy when he leaves’
Sa believes Ronaldo’s influence goes far beyond goals, trophies and records. He believes that for more than two decades, forward Al Nasr has become the face of Portuguese football like no other player, driving sponsorships, television audiences and commercial partnerships.“I’m not doing sports analysis, I’m doing brand analysis: When he leaves, it will be a tragedy because people still don’t realize that the media attention will disappear. We will fall off the high-speed escalator.”The marketing expert added that Ronaldo has been the driving force behind FPF’s commercial success.“He made them sign a lot of contracts and made a lot of money over 20 years.”He urged the Football Association to start building a new image before Ronaldo officially leaves.“I believe the FPF are preparing a different narrative because it cannot rely on just one person and other types of arguments need to be made. Obviously, there is more to Portuguese football than Ronaldo, but they should explore this new strategy.”
More than just a footballer: Ronaldo’s brand will outlast his career
Ronaldo’s value is no longer solely determined by his performance on the pitch, Sa said.With more than 1 billion followers on the social media platform, the five-time Ballon d’Or winner has grown into one of the most influential sports figures in history. His global sponsorship portfolio, commercial investments and digital influence make him one of the strongest commercial assets in football.“In addition to the players, there is Ronaldo, the world’s largest and most followed influencer on social media, Ronaldo who is sponsored by multiple domestic and foreign brands, and Ronaldo, an investor in multiple industries.”Sa believes that this influence will only last after retirement: “After he retires, the brand will continue to develop.”The FPF itself also recognizes Ronaldo’s unparalleled commercial value. Chief marketing and commercial officer João Medeiros Cardoso recently admitted that the federation would be “very foolish” not to build a campaign around Ronaldo, especially during the 2026 World Cup in the United States, one of football’s biggest commercial markets.Cardoso also emphasized that although young stars such as Nuno Mendes, Vitinha and Bruno Fernandez will lead Portugal into a new era of football, it is almost impossible to replace Ronaldo’s cultural and commercial influence.“We can’t compare it to anyone else,” Cardozo said. “When we talk about Messi and Cristiano, we are talking about probably the most influential people in history.”
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