💧 Boiling CR7 vs. Ice Cold Coke
Coke lost $4b in two days after Cristiano Ronaldo recommended to drink water instead of Coca-Cola: coincidence?

🥤 In a EURO 2020 press conference, the Portuguese captain removed two bottles of Coca-Cola, pointing to a bottle of water and saying "water yes", being Coca-Cola one of the main sponsors of the European Championship.
🌎 Bear in mind that, apart from being the most-followed person on Instagram (298 million followers), Cristiano Ronaldo is also the most-followed person on Facebook with over 148 million subscribers.
❓ Why did he do that? He’s publicly against ultra-processed foods and drinks, and in a previous interview, he said about his son "I'm hard with him sometimes because he drinks Coca-Cola and Fanta sometimes and I'm p*ssed with him". Health, fitness, and wellbeing seem to be a priority to CR7, despite displaying a beer brand on Portugal’s training kit, or having a past promoting fast food.
📉 What happened? Ronaldo's Coca-Cola gesture was followed by a $4bn drop in the company's market value, which represents a loss of 1.5% compared to Fridays’ $56.16. However, analysts say that this had nothing to do with the player but instead with the announcement of a cash dividend payment.
Even so, the multi-billion dollar drinks company that sponsors the tournament has responded, saying “Everyone is entitled to their drink preferences. Players are offered water, alongside Coca-Cola and Coca-Cola Zero Sugar”, while UEFA stated that “without the support of these brands it would not be possible to organize a tournament so successfully”.
💡 Imagination was unleashed and the world got a lot of memes, with brands riding the hot topic. In the meanwhile, CR7 scored again and broke two more records🥇.
🍺 UPDATE: Pogba follows Cristiano Ronaldo and hides a bottle of beer (official sponsor) in the press conference.
⚽ Have a glass of water while you take a peek at what non-sponsor brands do in football with an ambush marketing strategy.
Create your profile
Only paid subscribers can comment on this post
Check your email
For your security, we need to re-authenticate you.
Click the link we sent to , or click here to sign in.