Portugal Faces Media and Revenue Loss Without Ronaldo, Marketing Expert Warns
Daniel Sá, executive director of the Portuguese Institute of Marketing Administration (IPAM), warns that Portugal will suffer a dramatic loss of media attention and revenue when Cristiano Ronaldo leaves the national team. Sá states that from a brand perspective, Ronaldo is 'incomparably bigger' than the entire Portuguese national team. He urges the Portuguese Football Federation (FPF) to design a post-Ronaldo strategy, noting that Ronaldo has driven FPF contract signings and earnings for over 20 years. The analysis follows Portugal's round-of-16 elimination at the 2026 World Cup, where Ronaldo became the first player to score in six editions. Sá highlights that Ronaldo's brand extends beyond football into influencer, sponsorship, and investment realms, and will continue growing after retirement. An IPAM study projected €561 million in economic impact for Portugal from the World Cup, with 23% dependent on digital media consumption.
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