Portugal could face a major commercial and visibility crisis once Cristiano Ronaldo brings down 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 2026. FIFA World Cup which would be his last appearance at the tournament. Portugal’s last-gasp exit in the round of 16 against eventual champions Spain only intensified questions about what comes next for the legendary striker and the national team.According to Daniel Sá, executive director of the Portuguese Institute of Marketing Administration (IPAM), the FPF faces a huge branding challenge once Ronaldo eventually leaves.“It might be a bit hard to say, but from a brand perspective, Ronaldo is incomparably bigger than the entire Portuguese national team and countless others combined,” Sá told Lusa news agency.
“It will be a tragedy when he leaves”
Sá believes that Ronaldo’s influence extends far beyond goals, trophies and records. The Al Nassr forward, he argues, has become the face of Portuguese football for more than two decades, driving sponsorships, television audiences and commercial partnerships unlike any other player.“I’m not doing a sports analysis, but a brand analysis: it will be a tragedy when he leaves, because people still don’t understand the media attention that will be lost. We will have fallen down a high-speed ladder.”The marketing expert added that Ronaldo has been the driving force behind the FPF’s commercial success.“He is the one who makes them sign numerous contracts and earn a lot of money for more than 20 years.”Sá urged the federation to start building a new identity before Ronaldo’s departure is official.“I believe that the FPF prepares a different narrative, because it cannot be dependent on a single person and needs to present other types of arguments. Obviously, there are more to Portuguese football than Ronaldo, but they will discover well this new strategy.”
More than a footballer: Ronaldo’s brand will outlast his career
According to Sá, Ronaldo’s value is no longer defined solely by his performances on the field.With over a billion followers on social media platforms, the five-time Ballon d’Or winner has evolved into one of the most influential sports figures in history. His global sponsorship portfolio, commercial ventures and digital reach make him one of football’s most powerful commercial assets.“Next to the player, there is Ronaldo the influencer, who is the biggest in the world and the most followed person on social media, Ronaldo sponsored by many national and international brands, and Ronaldo the investor in many industries.”Sá believes that the influence will only continue after retirement: “After he stopped playing, this brand will continue to grow.”The FPF itself recognized Ronaldo’s unmatched commercial value. Head of marketing and business João Medeiros Cardoso recently admitted that the federation would have been “very stupid” not to campaign around Ronaldo, especially during the 2026 World Cup in the United States, one of soccer’s biggest commercial markets.Cardoso also stressed that while young stars like Nuno Mendes, Vitinha and Bruno Fernandes are leading Portugal into a new era of football, replacing Ronaldo’s cultural and commercial influence is virtually impossible.“We can’t compare that to anyone else,” Cardoso said. “When we talk about Messi and Cristiano, we talk about the most influential people probably in history.”