‘It will be a tragedy’: Cristiano Ronaldo’s departure could cost Portugal millions, warns marketing expert

Portugal’s Cristiano Ronaldo (AP Photo) Portugal could face a major business and visibility crisis once Cristiano Ronaldo draws the curtain on 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 after its greatest ever player.While Ronaldo has yet to confirm when he will retire from international football, the 41-year-old revealed during the 2026 FIFA World Cup that it will be his final appearance at the tournament. Portugal’s exit to the last 16 against eventual champions Spain only heightened questions about what’s next for both the legendary striker and the national team.According to Daniel Sá, executive director of the Portuguese Institute of Marketing Management (IPAM), the FPF faces a huge branding challenge once Ronaldo eventually leaves.“Maybe it’s a bit harsh to say, but from a brand point of view, Ronaldo is incomparably bigger than the entire Portuguese national team and countless others combined,” Sá told Lusa.

‘It will be a tragedy when he leaves’

Sá believes that Ronaldo’s influence extends far beyond goals, trophies and records. They claim the Al Nassr striker has become the face of Portuguese football for more than two decades, commanding sponsors, TV audiences and business partnerships like no other player.“I’m not doing sports analysis, I’m doing brand analysis: it will be a tragedy when he leaves because people still don’t understand the media attention that will be lost. We’re going down a high-speed escalator.”The marketing expert added that Ronaldo has been the driving force behind FPF’s commercial success.“He is the one who makes them sign numerous contracts and make a lot of money over 20 years.”Sá called on the federation to start building a new identity before Ronaldo’s departure becomes official.“I believe the FPF is preparing a different story because it cannot depend on just one person and needs to present other types of arguments. It is clear that Portuguese football has more than Ronaldo, but they should study this new strategy well.”

More than a footballer: Ronaldo’s brand will survive his career

According to Sá, Ronaldo’s value is no longer defined only by his performances on the field.With over a billion followers across social media platforms, the five-time Ballon d’Or winner has become one of the most influential sports figures in history. Its global sponsorship portfolio, commercial activities and digital reach make it one of football’s most powerful commercial assets.“Besides the player, there is Ronaldo, the influencer who is the biggest in the world and the most followed person on social networks, Ronaldo sponsored by several national and international brands and Ronaldo an investor in various sectors.”Sá believes the influence will continue beyond retirement: “When he stops playing, this brand will continue to grow.”The FPF itself recognized Ronaldo’s unrivaled commercial value. Chief marketing and sales officer João Medeiros Cardoso recently admitted the federation would be “very foolish” not to create campaigns around Ronaldo, especially during the 2026 World Cup in the United States, one of soccer’s biggest commercial markets.Cardoso also stressed that while younger stars such as Nuno Mendes, Vitinha and Bruno Fernandes will lead Portugal into a new footballing era, replacing Ronaldo’s cultural and commercial influence is virtually impossible.“We can’t compare it to anyone else,” Cardoso said. “When we talk about Messi and Cristiano, we are talking about probably the most influential people in history.”