>> Aqua, Coca-Cola.
>> This is Cristiano Ronaldo, a global soccer star.
Here, Ronaldo moves a sponsor from his post match presser.
>> Aqua.
>> And holds up a bottle of water with one word, agua.
He rips into Coca-Cola.
Before we get into it, shout out to this content creator who found a hilarious spin to Ronaldo's
presser prior to Portugal's match against Hungary, very, very well done.
France midfielder, Manchester United's own and devout Muslim, Paul Pogba also removed
an advertiser's product placement.
It is a trend that is continuing.
But with Ronaldo, it seems none of us were really that surprised.
This man puts an insane amount of work into his fitness and body to attain the max amount
of output on the pitch, in hopes of winning another Euro and beyond.
In Ronaldo's case, the press conference with one simple gesture had a lasting impact.
By the end of the presser for the Euros, Coca-Cola shares had dropped 1.6%, to $55.22 from $56.17.
That lopped $4 billion off the beverage behemoth's market value, with the shares sinking another
0.6% on Tuesday to $55.08.
The market value of Coca-Cola went from 242 billion to $238 billion according to Nasdaq
index and the New York Stock Exchange.
The soft-drink manufacturer's shares continued to slide on Wednesday falling by 1.34% to
$54.67.
The Washington Post reported the simple gesture had a swift and dramatic impact.
The soft drink's giant market value fell $4 billion, highlighting the power and impact
that celebrities and influencers can have on the market.
Coca-Cola's decline was in sharp contrast to the rest of the S&P 500, which rose 0.4%
on Monday.
Overall, the stock index has risen 13% this year, while Coca-Cola shares are up 0.5%.
It's obviously a big moment for any brand when the world's most followed footballer
on social media does something like that, says Tim Crow, a sports marketing consultant
who advised Coca-Cola on football sponsorships for two decades.
Coke pays tens of millions to be a UeFa sponsor.
And as part of that, there are contractual obligations for federations and teams, including
taking part in press conferences with logos and products.
But there are always risks.
My view is that for a long time now having sponsors' products on the table in front of
athletes in press conferences looks outdated and inauthentic and it's time to retire it,
he says.
This incident highlights that fact.
Many of my sponsor clients have mentioned this in the past, particularly those targeting
younger consumers.
It's not as if sponsors don't have enough branding throughout tournaments and events
anyway.
The hatred of carbonated soft drinks, nothing new for Ronaldo.
In an interview when the interviewer asked him whether or not his sons had what it takes
to be a pro football at the top level, he said not yet.
I'm hard with him sometimes because he drinks Coca-Cola and Fanta sometimes and I'm pissed
with him.
I fight with him when he eats chips and fries and everything.
He knows I don't like it.
Even my small kids, when they eat chocolate, they always look at me.
And we have to be strong.
In an article on goal.com, Ronaldo went in depth with his fitness.
Hydration is vital, too, drinking water is so important, Ronaldo affirms.
But one of the sacrifices he makes to keep his body in top condition is avoiding alcohol
and carbonated drinks.
Ronaldo, unsurprisingly, takes his diet very seriously.
A good workout must be combined with a good diet, he states.
I eat a high protein diet, with lots of wholegrain carbs, fruits and veggies, and avoid sugary
foods.
If you train regularly, it's important to keep energy levels high to fuel your body
for better performance.
I sometimes eat up to six smaller meals a day to make sure I have enough energy to perform
each session at top level.