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Ronaldo costs Coke billions
Being a sponsor for one of the world’s biggest football tournaments may seem like a great idea for many businesses.
However, with Euro 2020 less than a week old, two separate sponsors of the tournament have already had some negative publicity.
The first was soft drink Coca-Cola. Portugal’s Cristiano Ronaldo would speak to the media on Monday, June 14th ahead of his side’s opening clash vs Hungary, which they went on to win 3-0.
Upon sitting down to talk to the media, Ronald noticed two strategically placed Coke bottles on his desk.
This promoted the Portuguese star to move the bottles in question out of shot, before instead lifting up his bottle of water:
¿Gaseosa? ❌ Agua ✅
— Goal en español (@Goal_en_espanol) June 14, 2021
Ronaldo’s decision to move the Coke bottles has since cost the company a fair chunk of change.
As per the Guardian:
Cristiano Ronaldo’s removal of two Coca-Cola bottles during a press conference at the Euros has coincided with a $4bn fall in the share price of the drinks giant.
It is added that Coke’s share price dropped from $56.10 to $55.22 almost immediately after Ronaldo’s gesture, whilst the market value of Coke went from $242bn to $238bn.
Pogba removes Heineken bottle
Pogba was not the only player to remove a sponsor’s item from their press conference this week, though.
Paul Pogba would remove a bottle of Heineken from his table also. This, of course, comes with the Manchester United star a practicing Muslim, who does not drink alcohol.
It is claimed that Heineken put a zero-alcohol version in front of Pogba due to his religious beliefs. But it is still some pretty terrible marketing,
Could we now see Heineken dealt a similar financial blow to Coke on the back of this?
Understand that UEFA actually put out the zero alcohol version of Heineken when Pogba is there due to his religious beliefs. Not that it makes a difference. pic.twitter.com/VckdFKmmpY
— Archie Rhind-Tutt (@archiert1) June 16, 2021
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