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Caracas.- The Portuguese soccer player Cristiano Ronaldo and the Coca-Cola brand have been in the forefront of public opinion in recent days after, in a gesture of rejection, the Portuguese soccer player removed two bottles of the brand in a wheel of press at the European Championship, a tournament of which the soft drink giant is one of the sponsors, and which accounted for the US company 4,000 million in losses after its shares fell due to the preference of CR7, which raised a bottle of water instead of the black tail.
What happened between Ronaldo and Coca-Cola shows the extent of the influence of the Portuguese, who have been in charge of preserving an image of an elite athlete with a healthy lifestyle and who removed, with a simple gesture, various areas, such as social networks and the finances.
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What could be seen as a clash of two images, that of Ronaldo on the one hand and that of Coca-Cola on the other, is also conducive to remembering controversial episodes that have starred brands and athletes in recent years, although it is It is necessary to clarify Ronaldo is not the image of the American company.
Neymar and Nike
In May of this year, the multinational Nike confirmed that it broke with the Brazilian soccer player Neymar for not cooperating in the investigation of the complaint of an employee of the firm who claimed to have suffered a sexual assault by the player.
“Nike terminated its relationship with the athlete because he refused to cooperate in a good faith investigation into credible allegations of misconduct by an employee,” said a statement from the company that in August 2020 decided to terminate the contract for sponsorship of Neymar.
Maria Sharapova, TAG Heuer and Porsche
The Russian tennis player, winner of five Grand Slam tournaments, María Sharapova, admitted in 2016 to having consumed prohibited substances, so three of her main sponsors, such as Nike, TAG Heuer and Porsche, decided to cancel any type of negotiation with the Russian , also known off the court for being considered a figure related to the world of fashion.
Tyson Gay and Adidas
The American athlete, sprinting specialist, Tyson Gay, who won the 2007 Osaka World Athletics Championships with three gold medals, was shaping up to be the perfect contender for Usain Bolt, however, weeks before the World Cup. In Athletics, Gay tested positive for doping for steroid use, for which he was unable to appear in the competition and lost his sponsorship contract with none other than the German brand Adidas.
Lance Armstrong y Nike
The seven-time champion of the most important international cycling competition, the Tour de France, Lance Armstrong, also a cancer survivor, lost 50 million dollars in an instant from his sponsorship contract with Nike, after he revealed, in the program television of the popular Oprah Winfrey, who had consumed prohibited substances and had disguised them with other components.
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Rejection of Cristiano Ronaldo costs Coca-Cola 4 billion dollars
Tiger Woods, AT&T y Gatorade
The American, considered one of the greatest golfers of all time along with the “Bear” Jack Nicklaus and Arnold Palmer, lost his contract with several of the important brands that sponsored him, such as the sports drink company Gatorade and the company telecommunications company AT&T, after the news about his addiction to sex was known in 2009.
With information from Marketing Insider Review.
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