Portugal could face a major commercial and exposure crisis as Cristiano Ronaldo draws the curtain on his international career, with a leading business warning that the Portuguese Football Federation (FPF) could lose a lot of money and international attention if it fails to prepare for life after its greatest player.Although Ronaldo has not confirmed when he will retire from international football, the 41-year-old revealed in 2026. FIFA World Cup to be his final competitive appearance. Portugal’s last 16 exit against eventual champions Spain has only raised questions about what lies ahead for the iconic player and the national team.According to Daniel Sá, the director general of the Portuguese Institute of Marketing Administration (IPAM), the FPF is facing a major problem of recognition after Ronaldo’s departure.“It may be difficult to say, but in terms of quality, Ronaldo is bigger than the whole Portugal team and countless others included,” Sá told the Lusa news agency.
‘It will be sad when he leaves’
Sá believes that Ronaldo’s appeal goes beyond goals, trophies and history. The Al Nassr player, he argues, has been the face of Portuguese football for more than two decades, managing sponsorships, TV audiences and commercial deals unlike any other player.“I’m not making a game analysis, but a brand analysis: it will be sad when they leave, because people still don’t understand the media attention that will be lost. We will be falling on a very fast escalator.”The business expert added that Ronaldo was the driving force behind FPF’s commercial success.“That’s what makes them sign more contracts and get more money for 20 years.”Sá urged the organization to start creating a new identity before Ronaldo’s departure.“I believe that the FPF is planning a different story, because it cannot rely on one person and must explain other types of conflicts. Obviously, there is more to Portuguese football than Ronaldo, but they must explore this new direction.”
More than a player: Ronaldo’s style will not outlast his career
According to Sá, Ronaldo’s value is not defined by his performance on the pitch.With more than a billion followers on social media, the five-time Ballon d’Or winner has turned into one of the most influential figures in sports history. His global sponsorship, business and digital reach make him one of the most powerful figures in football marketing.“Along with the player, there is Ronaldo the influencer, who is the world’s biggest and most followed personality on television, Ronaldo with the support of several national and international brands, and Ronaldo who invests in several industries.”Sá believes that the influence will continue after his retirement: “After he stops playing, this brand will continue to grow.”The FPF itself has acknowledged Ronaldo’s incredible value. Head of sales and marketing João Medeiros Cardoso recently admitted that the organization would be “very stupid” not to create a campaign around Ronaldo, especially for the 2026 World Cup in the United States, one of the biggest markets for football.Cardoso also emphasized that even young stars such as Nuno Mendes, Vitinha and Bruno Fernandes will lead Portugal to a new era of football, replacing Ronaldo’s character is impossible.“We can’t compare this to anyone else,” Cardoso said. “When we talk about Messi and Cristiano, we are talking about the most famous people in history.”