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Portugal have been cautioned that they could face a serious decline in global attention and financial revenue once Cristiano Ronaldo brings his international career to an end. A top marketing specialist has suggested that the Portuguese Football Federation (FPF) must craft a new strategy before the five-time Ballon d'Or winner steps away from the game.

Portugal envision life beyond Ronaldo

Experts have warned that Portugal could encounter a major commercial blow when Ronaldo retires from international football. Daniel Sa, the executive director of the Portuguese Institute of Marketing Administration (IPAM), emphasised that the national team’s brand remains deeply connected to the 41-year-old forward. Ronaldo confirmed that the 2026 World Cup marked his sixth and final appearance at the tournament, though he has yet to make a definitive decision about his international future. Sa highlighted that Portugal could lose significant media coverage and financial gains without their long-serving captain at the helm.

Marketing expert issues strong caution

Sa asserted that Ronaldo’s influence stretches far beyond his contributions on the field, making his eventual exit a substantial challenge for Portuguese football. He explained that Ronaldo has been instrumental in helping the FPF secure profitable sponsorships and commercial partnerships for over twenty years. Sa urged the federation to develop a new narrative to carry the team forward in the post-Ronaldo era.

“It might sound a bit blunt, but from a branding viewpoint, Ronaldo is immeasurably larger than the entire Portuguese national team and many others combined,” Sa told Lusa news agency.

“I’m not making a sporting evaluation, but rather a brand assessment: it will be a tragedy when he leaves, because people still don’t realise the level of media exposure that will be lost. We’ll be descending rapidly down the escalator of global attention.

“He has been the driving force behind numerous sponsorship contracts and has generated enormous revenue for over two decades. I believe the FPF is already working on a new narrative, because it cannot rely solely on one individual and must introduce fresh pillars for its identity. Of course, Portuguese football is much more than Ronaldo, but this new strategic direction must be handled thoughtfully.”

Beyond the world of football

Sa further explained that Ronaldo’s footballing career now represents only a part of his vast global brand. He highlighted the Al Nassr striker’s immense social media following, extensive list of sponsorships, and diversified business investments, noting that Ronaldo’s personal brand will continue to flourish even after his playing days are over.

“Alongside the footballer, there exists Ronaldo the influencer — the most followed person on social media globally — Ronaldo the ambassador for several national and international brands, and Ronaldo the investor across different industries. Even after retirement, his brand will keep expanding,” Sa elaborated.

Preparing for the next chapter

Portugal were eliminated from the 2026 World Cup in the Round of 16 following a narrow 1-0 loss to eventual champions Spain. With Ronaldo’s international future still uncertain, Sa believes the FPF should utilise this transition period to reinforce the national team’s identity and ensure continuity once one of football’s greatest icons finally departs the international stage.