Portugal have been warned that they could suffer a major commercial and media setback once Cristiano Ronaldo ends his international career, with a leading marketing expert describing the potential loss as a “tragedy.”
Daniel Sa, executive director of the Portuguese Institute of Marketing Administration (IPAM), said Ronaldo’s brand is “incomparably bigger than the entire Portuguese national team and countless others combined.” He cautioned that the Portuguese Football Federation must prepare a new narrative before the 41-year-old forward steps away.
“It might be a bit harsh to say, but from a brand perspective, Ronaldo is incomparably bigger than the entire Portuguese national team and countless others combined,” Sa told Lusa news agency. “It will be a tragedy when he leaves, because people still don’t grasp the media attention that will be lost. We’ll be falling down a high-speed escalator.”
Sa argued that Ronaldo’s influence extends far beyond his performances on the pitch, noting that he has helped the FPF secure lucrative commercial deals for more than two decades. He also pointed to the Al Nassr striker’s global social media reach, sponsorship portfolio, and business investments, stating that Ronaldo’s personal brand will continue to grow even after he stops playing.
Portugal exited the 2026 World Cup in the last 16 after a 1-0 defeat to eventual champions Spain. With Ronaldo’s international future still undecided, the FPF faces the challenge of strengthening the national team’s identity before one of football’s greatest icons finally retires.