"This is my last World Cup, but beyond that, I have time to think things through and won't make a decision on a whim," Cristiano Ronaldo said hours after Portugal's 0-1 defeat to Spain in the Round of 16 of the 2026 World Cup. The former Real Madrid striker, who has played 233 matches and scored 146 goals for his national team, is about to turn a crucial new page in his career, while simultaneously pushing the Portuguese national team to a crossroads. This is not unfounded: for nearly two decades, Ronaldo has long been more than just an ordinary footballer; he has become a global icon, an independent brand, generating immense attention wherever he goes. While his influence on the field remains enormous, his weight in the media and business world now extends far beyond the football pitch. As his national team career draws to a close, an increasingly pressing question arises: what impact will Ronaldo's departure have on the Portuguese Football Federation?
CR7, a brand even more renowned than the national team?
Regarding this topic, Daniele Sá, Executive Director of the Portuguese Institute of Marketing Management (IPAM), gave a clear conclusion in a recent interview: "This may sound harsh, but from a brand perspective, Cristiano Ronaldo's importance is unmatched by the entire Portuguese national team and countless other teams combined." He summarized this in an interview with Lusa News Agency. Indeed, whenever Portugal plays in international competitions, media attention naturally focuses on Ronaldo: television broadcasts, social media platforms, press conferences, and marketing activities frequently bring the five-time Ballon d'Or winner to the forefront. For many fans worldwide, CR7 is even the core reason they watch the Portuguese national team's matches. His image attracts millions of additional viewers, bringing the team an international exposure rarely seen by other national teams. Ronaldo has accumulated over 1 billion followers on social media platforms, possessing unparalleled media influence in world football. Every appearance of his becomes a focal point, bringing immense attention to the Portuguese team. His name is known in almost every country in the world, even among those who don't follow football closely. Sponsors are well aware that his image can generate immediate global influence, far exceeding what a football association can achieve. For many partner companies, associating their brand with Ronaldo represents a unique marketing opportunity. Therefore, the departure of this former Manchester United and Juventus star could significantly reduce the Portuguese Football Federation's current exposure, triggering numerous economic repercussions. The most immediate impact would be a decline in viewership in overseas markets where attention is primarily drawn by the Portuguese captain's participation.
Significant economic impact
But the impact doesn't stop there. The Portuguese Football Federation's (FFF) engagement on social media platforms may also decline—after all, videos, interviews, and posts featuring Cristiano Ronaldo have consistently been popular content on these platforms. This decreased exposure could also affect commercial negotiations with some partners: sponsors prioritize media exposure and international influence, and losing one of the world's most famous figures could lead to a reduction in the value of some commercial contracts. While the FFF remains a well-established organization, it's difficult to imagine the departure of the team's most iconic player not impacting its revenue. Recognizing this impending shift, the FFF began preparing for the "post-Ronaldo era" several years ago. In its implemented strategy, the FFF now favors a team-oriented approach rather than focusing on a single star player, with a new generation of players led by João Neves, Vitinha, Gonzalo Ramos, Nuno Mendes, Diogo Costa, and Leão at its core. Furthermore, the Portuguese Football Federation urgently needs to reshape its narrative logic: for nearly two decades, the core of every international tournament has revolved around Cristiano Ronaldo's goals—breaking new records, winning trophies, and continuing his legendary career. Now that era is over, a new narrative identity needs to be constructed, especially the image of an ambitious team led by a new leader with new goals. This is a crucial turning point for the Portuguese national team; only in this way can it maintain public attention, attract international broadcasters, and retain the interest of commercial partners.
The transformation and narrative challenges that have already begun
As you probably already understand, besides the competitive losses the team will face after the retirement of its all-time top scorer, the Portuguese national team also needs to navigate a period of transition: media attention may decline, and the business model needs adjustment. However, this 2016 European Championship winner now possesses one of the strongest talent pools in Europe, enough to maintain the team's top competitiveness. Therefore, the real challenge lies not only in the competitive arena but also in the economic and marketing spheres. What is the core objective? To transform a team long represented by a single legendary figure into a sufficiently powerful collective brand that continues to attract the attention of fans and partners worldwide. Yes, the "post-Ronaldo era" undoubtedly marks the end of an era, but it will also open a new chapter for Portuguese football—an opportunity to build a brand identity that can transcend the career of the team's greatest player and endure for a long time.
