Cristiano Ronaldo's Portugal Legacy: A New Era Unfolds

Cristiano Ronaldo walked off the pitch in tears on Monday night, his dream of one day winning a World Cup over.

What happened?

The 41-year-old superstar announced at Portugal's pre-match press conference that this would be his final World Cup. When and how he eventually says goodbye to Portugal's No 7 shirt is, however, still to be confirmed. By the time Euro 2028 gets underway in the UK and Ireland, Ronaldo will be 43.

Why it matters for Cristiano Ronaldo

Ronaldo's retirement marks the end of an era for Portugal's national team. A man who has scored 146 goals for his country has long been the face of the Portuguese national team, as he was again at this World Cup in Portugal's run to the last 16 before a 1-0 defeat by Spain. With more than one billion followers across his social media platforms, Ronaldo is the most followed person on the planet, and, as Nike will know, he is a shirt-selling and social media engagement machine.

What comes next?

The Portuguese Football Federation (FPF) is now tasked with overseeing the transition to a post-Ronaldo era. Joao Medeiros Cardoso, the FPF's chief marketing and commercial officer, has been working on a commercial plan that leans heavily on Ronaldo's stardom. "From the very beginning, when we were starting to think about the strategy, the campaign, the activations, and this was aligned with his team as well," Cardoso told The Athletic. "We would be very stupid if we did not take advantage. He's one of the most major global brands, and I am including all brands."

Finding the right balance

Cardoso acknowledges that striking a balance between leaning on Ronaldo's fame and pushing others forward is not always easy to find. "It's something we are 100 per cent transparent with his team," Cardoso adds. "We also receive inputs from his team because he benefits from his relationship with the FPF as well, but to find the right balance is the key."

A seismic change for Portugal

When Ronaldo departs, it will mean a seismic change for Portugal, on and off the pitch. The FPF will need to find a way to capitalize on Ronaldo's brand without relying too heavily on his fame. As Cardoso puts it, "We need to use Ronaldo's brand and leverage it, but if we are drawing in our audience, we need to make sure we are not just relying on him."

A new era for Portugal's football scene

The FPF is now poised to capitalize on Ronaldo's global brand, but it will need to find a way to do so without relying too heavily on his fame. As the 41-year-old superstar announces his retirement, the Portuguese Football Federation is ready to embark on a new era for Portugal's football scene.

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