Concern grows in Portugal over a future without Ronaldo

A worrying warning has emerged over the future of Portuguese football. According to Goal, Portugal have been warned they could suffer a major loss in attention and revenue once Cristiano Ronaldo ends his international career. Daniel Sa, executive director of the Portuguese Institute of Marketing Administration (IPAM), believes the Portuguese Football Federation (FPF) must prepare a new strategy before the five-time Ballon d'Or winner steps away.

The timing of this warning is also significant. The 41-year-old forward, who has confirmed the 2026 World Cup was his sixth and final appearance at the tournament while leaving his international future open, is said to be heavily tied to the national team's brand. Sa gave a striking assessment to news agency Lusa: "It might be a bit harsh to say, but from a brand perspective, Ronaldo is incomparably bigger than the entire Portuguese national team and countless others combined. I'm not making a sporting analysis, but a brand analysis: it will be a tragedy when he leaves, because people still don't grasp the media attention that will be lost. We'll be falling down a high-speed escalator."

Ronaldo's economic impact was also particularly emphasised in the statement. Sa noted that Ronaldo has helped the FPF secure lucrative commercial deals for more than two decades, urging the governing body to prepare a fresh narrative for the post-Ronaldo era.

The tournament result also forms part of the background to this warning. It is recalled that Portugal exited the 2026 World Cup in the last 16 following a 1-0 defeat to eventual champions Spain.

A door still remains open regarding the future, however. Ronaldo's international future remains undecided, and it is noted that no one — including new head coach Jorge Jesus — has ruled out Euro 2028 for now.

Source: Goal
Image: Al Jazeera