Portugal have been warned they could suffer a major commercial setback when Cristiano Ronaldo eventually retires from international football.
The warning was issued by Daniel Sa, Executive Director of the Portuguese Institute of Marketing Administration (IPAM), who said the Portuguese Football Federation (FPF) must prepare a new strategy for life after the five-time Ballon d’Or winner.
Ronaldo has already confirmed that the 2026 FIFA World Cup was his sixth and final appearance at the tournament, although he has not announced his retirement from international football.
Sa argued that Portugal’s national team brand has become closely associated with the 41-year-old captain over the past two decades.
He told Lusa news agency: “It might be a bit harsh to say, but from a brand perspective, Ronaldo is incomparably bigger than the entire Portuguese national team and countless others combined.”
Explaining his position, Sa said: “I’m not making a sporting analysis, but a brand analysis: it will be a tragedy when he leaves, because people still don’t grasp the media attention that will be lost.
“We’ll be falling down a high-speed escalator.”
According to him, Ronaldo has also played a key role in attracting commercial partnerships for Portuguese football.
He added: “He’s the one who makes them sign numerous contracts and earn a lot of money for over 20 years.
“I believe the FPF is preparing a different narrative, because it can’t be dependent on just one person and needs to present other types of arguments.
“Obviously, there are more to Portuguese football than Ronaldo, but they should explore this new strategy well.”
Sa also said Ronaldo’s influence extends beyond football because of his global profile.
He said: “Alongside 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 several national and international brands, and Ronaldo the investor in multiple industries. After he stops playing, this brand will continue to grow.”
The Al Nassr forward remains one of the most recognisable figures in world football, with his future for Portugal yet to be decided despite confirming that the 2026 World Cup was his final appearance at the global tournament.
