Why the Portugal National Team Could Lose 850 Million Euros After Ronaldo Announces International Retirement - Thairath English
Why the Portugal national team could lose 850 million euros after Ronaldo announces international retirement.
Cristiano Ronaldo's announcement to retire from the national team impacts not only on-field performance due to the absence of a world-class striker but also causes a "loss of revenue" that shakes the foundation of the Portuguese Football Federation, which must now forfeit one of its most valuable individual investment assets and international brand icons of the past two decades.
Daniel Sá, a sports marketing expert and director of the Portuguese Institute of Marketing Management (IPAM) in Porto, told the Spanish news agency EFE that this economic damage is significant. He stated that Portugal has lost its greatest individual asset ever.
"The weight of Cristiano Ronaldo's brand in promoting the Portugal national team on the global stage is immense, and it is difficult for any Portuguese player to replace him in the short term. Portugal has lost not only a phenomenal player but also one of the greatest international brand ambassadors for commercial expansion."
Various statistics strongly support this statement. IPAM's 2025 study estimates the market value of the 'CR7' brand at as high as 850 million euros, a 325% increase from 2020. Ronaldo achieved a sports credibility index score of 88 out of 100 and perfect scores in revenue and social media categories after surpassing 1 billion followers, effectively becoming a "global communication platform" himself.
However, despite the brand's soaring value, Sá believes the Portuguese Football Federation will not face immediate financial bankruptcy. The impact will vary across revenue streams. Current sponsorship contracts should remain structurally unaffected because companies sign agreements with the federation and the national team as organizations, not with individual players. Additionally, Portugal regularly competes in major tournaments and still has other world-class stars to attract attention.
"The impact is certain, but it is too early to conclude that the federation's revenue will significantly decline without empirical evidence to prove it."
The two main vulnerable areas expected to suffer the most are merchandise sales and international demand, especially for Ronaldo's number 7 jersey, which has become a global asset that cannot be replaced overnight.
Ticket sales for matches within Portugal will be only slightly affected because fans' loyalty to the national team runs deeper than any individual player. However, the situation is the opposite for matches abroad, where Ronaldo's mere presence was enough to generate demand and boost commercial value significantly.
To navigate this transition, experts advise the Portuguese Football Federation not to seek a "new Ronaldo," as such a major brand results from a unique blend of on-field performance, trophies, career longevity, personality, and global fan engagement accumulated over 20 years. The true solution is to craft a narrative around a "new team" driven by a generation of players united by values of competition, development, and ambition.
