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The truth is revealed: the "hypocrisy" of Cristiano Ronaldo in the Coca-Cola affair - Walla! sport

2021-06-20T18:21:27.562Z

After his protest act against the drink, the question of the "morality" of Cristiano and the companies he works with arises. And also: why is it "complete nonsense" that the company's value has dropped by $ 4 billion



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The truth is revealed: the "hypocrisy" of Cristiano Ronaldo in the Coca-Cola affair

After his protest against the drink, the question of the "morality" of Cristiano and the companies he works with arises, and why is it "complete nonsense" that the company's value has dropped by $ 4 billion

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  • Cristiano Ronaldo

  • Coca-Cola

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Thursday, 17 June 2021, 11:58 Updated: 12:08

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Cristiano Ronaldo moves two bottles of Coca-Cola in protest at a press conference (Sport 1)

Cristiano Ronaldo's big-big move this week caused a big stir all over the world, after the Portugal star moved two bottles of Coca-Cola off the stage at the Euro 2020 press conference and said "Water!"

- When he expresses disgust at the drink full of sugar.

The world media reported with great interest on the act of Cristiano, who received compliments from health organizations trying to come out against the phenomenon of obesity.

Also in the media it was reported that the demonstrative move of Cristiano (the most popular athlete in the world, at least according to social networks) hit Coca-Cola, whose company share fell, leading to a drop of about $ 4 billion of the company.

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Sponsors gambling and junk food companies.

Ronaldo (Photo: Reuters)

However, for Tim Crowe, a sports marketing expert and who has worked for about 20 years as a Coca-Cola consultant, Ronaldo's move is hypocritical.

He said UEFA would not come out against him, but there was no doubt that he had harmed its interests, given the fact that it was one of the organization's and the tournament's six main sponsors, and that the company had paid tens of millions of dollars to UEFA under sponsorship.



"Both Coca-Cola and UEFA are furious," Crowe said. "The fact is that there is an agreement between the bodies, to which all the players and all the associations are committed, and one of the clauses is that the bottle and the brands appear at the press conference.

It's not really ideal for the most famous player, with the most followers, to make such a move. "

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However, although Ronaldo has repeatedly stated his aversion to sugary drinks and unhealthy foods and that he forbids his son to approach them - but reality shows otherwise: in 2006 he participated in a Coca-Cola commercial, and in the past also participated in a KFC campaign 'Ank-Food Global, so Ronaldo has never been a devout follower of health.

In addition, he now also has a sponsorship agreement with the gambling company PokerStars, so that a flaw can be found in his ethics.



"Let's say that many in the marketing community in the sports world have raised an eyebrow at Ronaldo's recent move," says Crow, "he has a long list of sponsorships, with many types of companies, some of which are fastfood. "He can be said to be one of the athletes who prevents wishes of morality or things like that. It surprised many, so it will be difficult for him to dismiss accusations of hypocrisy against him."

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Crow also referred to reports that Coca-Cola's value had dropped by $ 4 billion in response to Ronaldo's move.

"It's just nonsense!" Crow said, "U.S. investors are not interested in what's going on in a European football tournament.

It does not work that way.

Lots of stocks have been going down lately for a variety of reasons, there is no connection between the two.

Coca-Cola will be fine.



"Ronaldo dramatized what Coca-Cola really is. Cola is a choice. All the products that were next to him are Coca-Cola. The water bottle he picked up also belongs to Coca-Cola. It has energy drinks, carbonated drinks, juices. It is the gas."



A Euro spokesman said: "Everyone has the right to choose their drink according to different tastes and needs. Players are offered bottles of water, along with Coca-Cola, and Coca-Cola Zero, upon arrival at press conferences."

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Source: walla

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