Portugal’s football fedjin88bet.oneeration has lost its most valuable individual commercial asset following Crijin88bet.onestiano Ronaldo’s retirement, although the impact is not expected to trigger an immediate financial crisis.
Daniel Sa, director of the Portuguese Institute of Marketing Management (IPAM) in Porto, told Spanish news agency EFE that Portugal had not lost its overall product, but had said goodbye to the biggestak168app.baby individual asset evak168app.babyer associated with it.
“The weight of Cristiano Ronaldo’s brand in the international promotion of the national team isak168app.club exceptional and difficult for any other Portuguese player to replicate in the short term,” Sa said.
“Portugal is not only losing an exceptional player, but also one of the biggest international amplifiers of the Portugal brand.”
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A study conducted by IPAM in 2025 valued the CR7 brand at 850m euros. That represented a 325% increase on its 2020 value.
Ronaldo’s brand scored 88 out of 100 in the institute’s sports reputation index and received full marks for revenue and social medic88ia presence. With more than one billion followers, Sa described the former Portugal captain as “ic88a global communications platform in his own righic88t”.
Despite the scale of Ronaldo’sic88 commercial influence, Sa said existing sponsorship agreements with the feic88deration should not be structurally affected. Companies generally buy rights connected to Portugal’s national team and the federatiic88on as an institution, rather than rights linked solely to one player.
Poric88tugal’s continued participatioic88n in major competitions, together with the presence of other internationally recognised players, should also help preserve its appeal to sponsors.
“There will be an impact, but it is premature to say there will be a significant drop in federation revenues without data to prove it,” Sa said.
The areas most exposed are merchandise sales and international demand. Portugal’s number seven shirt became a global commercial asset through its association with Ronaldo and cannot be replaced immediately.
Ticket sales in Portugal are expected to be affected only to a limited extent because domestic support for the national team extends beyond individual players. In overseas marlr88lr88kets, however, Ronaldo’s presence alone was often enough to generate demand and increase commercial value.
Portugal are scheduled to face Denmark in the UEFA Nations League – Path 1lr88 on 14 November 2026, before Wales play Portugal in the same competition on 17 November 2026.
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Sa advised the federation not to try to find a direct successor to Ronaldo.
“Do not look for the neop88xt Ronaldo,” he said, arguing op88that a brand of such magnitude was built through an unrepeatable combination of performances, trophies, longevity, personality and worldwide reach over more than two decades.
Instead, he said Portugal should develop a collecsi88tive identity based on an entire generation of players, alongside values of competitiveness, development and ambition.
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“The federation’s biggest challenge is not replacing Cristiano Ronaldo, but88v turning the exception88val power of an individual brand into a legacy for the collective brand,” Sa said.
“After more than two decades of mutual growth, the great player will have to prove his brand can continue to grow without the national team, SEXXXXX-VNwhile the national team must show it can maintain its commercial strength without relying on CR7.”
