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Portugal's Ronaldo Loss
Sports marketing expert Daniel Sá believes Cristiano Ronaldo’s departure deprives Portugal’s national team of its biggest individual marketing asset. A 2025 study valued the “CR7” brand at around €850 million, up 325% from 2020. Sá does not expect an immediate collapse in the federation’s revenues or any structural impact on sponsorship deals, but he does anticipate a decline in merchandise sales and international demand—particularly because Ronaldo’s No. 7 shirt attracted fans and overseas markets. He advised the federation to build a collective brand around an entire generation and the values of competitiveness, development and ambition, rather than searching for a replacement for Ronaldo.
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