Portugal faces commercial ‘tragedy’ without Ronaldo
Portugal’s national team faces a commercial hurdle after their 2026 World Cup exit and Cristiano Ronaldo’s impending retirement. Daniel Sa, CEO of IPAM, warned that the team’s brand is tightly linked to the 41-year-old captain, whose departure could slash media exposure and revenue. The FPF were knocked out on July 6 with a 0-1 loss to Spain, the tournament champions.
Why CR7’s brand is irreplaceable
Sa argued Ronaldo’s impact goes beyond football: his social media reach, sponsorships, and investments make him a global marketing powerhouse. “From a brand perspective, Ronaldo is bigger than the entire Portugal squad combined,” he told Lusa. The executive noted Ronaldo helped the FPF secure lucrative commercial deals for over two decades and urged the federation to craft a post-Ronaldo narrative.
What the FPF can do now
The executive urged the federation to diversify its branding strategy, leveraging new arguments beyond the star player. “We can’t rely on just one person,” Sa said, stressing Portugal’s depth beyond Ronaldo. The team should use this moment to strengthen its identity before the icon’s final retirement.
Ronaldo beyond the pitch
Beyond the player, Ronaldo is the world’s top sports influencer on social media and a magnet for global sponsorships. “After retirement, that brand will keep growing,” Sa explained. The FPF faces the challenge of maintaining the team’s global appeal without its greatest ambassador.
Last result: Portugal 0-1 Spain (2026-07-06). Next fixture: Portugal vs Wales, at home, on September 24, 2026.
