Competitive Edge - Sports & Entertainment Marketing News

Nike Built a Special Soccer Pitch on Madeira to Honor Cristiano Ronaldo


You might be a little tired of hearing about Cristiano Ronaldo, given the breathless media coverage around the soccer icon’s return to Manchester United a week ago. But he added to the headlines Wednesday by setting the record for goals scored in international games—notching No. 110 and No. 111 for Portugal in a World Cup qualifying match against Ireland.

Click here to read the story at

Discussion Questions:

  1. What is product endorsement?
  2. Why do you think Nike pays Ronaldo to endorse the brand’s products?
  3. Why do you think the brand wanted to celebrate Ronaldo breaking the goal scoring record?
  4. Based on information from this story, describe the various ways Nike celebrated the new record.
  5. How do you think that celebration might provide an example of marketing?
  6. What is publicity?
  7. How might the celebration generate publicity for the brand?
  8. How might that publicity benefit Nike? Be prepared to discuss your answers in class.
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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