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 the 2026 FIFA World Cup that it would be his final appearance at the tournament. Portugal’s last-16 exit against eventual champions Spain has only intensified questions about what comes next for both the legendary forward and the national team.According to Daniel Sá, executive director of the Portuguese Institute of Marketing Administration (IPAM), the FPF faces an enormous branding challenge once Ronaldo eventually steps away.“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,” Sá told Lusa news agency.
‘It will be a tragedy when he leaves’
Sá believes Ronaldo’s influence stretches 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 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.”The marketing expert added that Ronaldo has been the driving force behind the FPF’s commercial success.“He’s the one who makes them sign numerous contracts and earn a lot of money for over 20 years.”Sá urged the federation to begin building a fresh identity before Ronaldo’s departure becomes official.“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.”
More than a footballer: Ronaldo’s brand will outlive his career
According to Sá, Ronaldo’s value is no longer defined solely by his performances on the pitch.With more than one billion followers across social media platforms, the five-time Ballon d’Or winner has evolved into one of the most influential sporting figures in history. His global sponsorship portfolio, business ventures and digital reach make him one of football’s most powerful commercial assets.“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.”Sá believes that influence will only continue after retirement: “After he stops playing, this brand will continue to grow.”The FPF itself has acknowledged Ronaldo’s unmatched commercial value. Chief marketing and commercial officer João Medeiros Cardoso recently admitted the federation would have been “very stupid” not to build campaigns around Ronaldo, particularly during the 2026 World Cup in the United States, one of football’s biggest commercial markets.Cardoso also stressed that while younger stars such as Nuno Mendes, Vitinha and Bruno Fernandes will lead Portugal into a new footballing era, replacing Ronaldo’s cultural and commercial influence is virtually impossible.“We cannot compare that with anybody else,” Cardoso said. “When we are talking about Messi and Cristiano, we are talking about the most influential people probably in history.”
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