Athletes from across the world have been ranked according to their marketing potential over a three-year period from this summer.
- Value for money
- Home market
- Willingness to be marketed
- Crossover appeal
Portuguese, 31, Soccer
Unrelenting soccer superstar with eyes on a new market
Representatives: Gestifute International
Key partners: Nike, Altice, Tag Heuer, Motorola, XTrade
2015 ranking: 16
Real Madrid and Portugal’s record-breaking soccer star has had yet another year to remember. Despite stuttering form and a succession of niggling injuries, the US$106 million man broke the Real Madrid club record for most hat-tricks by a single player, became their most prolific ever goalscorer, became the all-time top scorer in the Uefa Champions League, and became the first man in history to score double figures in that competition’s group stages. It is safe to say that, despite his advancing age, Cristiano Ronaldo is still at the top of his game.
With one of the most recognisable faces, and torsos, in the world, Ronaldo remains a marketing titan. He fronts major campaigns for Tag Heuer, Nike and Motorola, runs his own CR7 fashion brand, and has been the subject of a documentary feature film.
As he gets older, however, there is no doubt that his impact on the pitch will diminish, but he could be set for one last, massively marketable, move. Ronaldo’s agent and close friend, Jorge Mendes, was heavily involved in the major spending of the Chinese Super League (CSL) earlier this year, having sold a 20 per cent stake of his Gesifute agency to the Fosun investment fund last June. Mendes and his lead client are near enough inseparable, and we might be seeing ‘CR7’ gracing south-east Asian soil before too long. TL
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