Competitive Edge - Sports & Entertainment Marketing News

Cristiano Ronaldo Scores $75 Million in Sponsor Value on Social Media


Winning his first capocannoniere (literally, “head gunner”) as the leading goal scorer in Serie A this season, Juventus forward Cristiano Ronaldo became the first player to win scoring titles in top-flight soccer leagues in England, Spain and Italy. With one year left on his current contract, the global soccer icon’s long-term future with Juventus is still in question, but Ronaldo continues to score off the field with his unmatched social media following.

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Discussion Questions:

  1. What is product endorsement?
  2. Why do you think brands pay athletes and celebrities to endorse their products and services?
  3. Why types of athletes and celebrities do brands look for when deciding who should endorse their products and services?
  4. How much influence does social media following have on that decision?
  5. What makes Ronaldo a valuable product or service pitch-person from a social media perspective?
  6. What does it mean that Ronaldo scores “$75 million in Sponsor Value” on social media? Why might that be important to a brand?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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