How Much Will Portugal Lose Without Cristiano Ronaldo? The Commercial Impact of CR7's Departure
Cristiano Ronaldo's departure from Portugal's national team raises a question that goes far beyond football. After more than two decades as the face of the team, Portugal must now prove how strong its commercial appeal can remain without its most recognizable global star.
The departure of Cristiano Ronaldo from the Portuguese national team represents more than the loss of an iconic footballer. It also means losing one of the most powerful individual commercial assets associated with international football.
Daniel Sá, director of the Portuguese Institute of Marketing Administration (IPAM) in Porto, explained to EFE why Ronaldo's absence creates a significant challenge for the Portuguese Football Federation (FPF).
“The FPF is not losing its product. But it is probably losing the greatest individual asset ever associated with that product,” Sá said.
A 2025 IPAM study estimated the potential value of the CR7 brand at €850 million, equivalent to approximately $956 million.
That represented a 325% increase compared with 2020.
The study also gave Ronaldo 88 out of 100 on its sports reputation index, with top scores in revenue and social media.
More Than One Billion Followers: The Global Reach Portugal Is Losing
Ronaldo's commercial influence extends well beyond his performances on the pitch.
According to Sá, the forward had already surpassed one billion combined followers across his social media accounts by 2025.
That audience effectively made him a global communication platform in his own right.
For the Portugal national team, Ronaldo's reach offered access to markets and audiences far beyond the team's traditional supporters.
“Portugal is not just losing an extraordinary player. It is also losing one of the greatest international amplifiers of the Portugal brand over the past two decades,” Sá explained.
The marketing expert believes Ronaldo's contribution to Portugal's international visibility has been extraordinary and will be extremely difficult for another Portuguese player to replicate in the short term.
Still, the loss of that exposure does not automatically mean the federation will experience a substantial decline in revenue.
Will Portugal's Football Federation Lose Money Without Ronaldo?
One of the biggest questions surrounding Ronaldo's departure concerns sponsorship revenue.
Sá explained that commercial agreements are generally based on the rights of the national team and the federation rather than those of an individual player.
For that reason, he does not expect existing sponsorship contracts to undergo major structural changes solely because Ronaldo is no longer part of the squad.
“There will be an impact, but it would be premature to claim there will be a significant drop in federation revenue without data to support it,” he warned.
Portugal's continued participation in major international competitions and the presence of other internationally recognized footballers should also help sustain the team's commercial appeal.
The challenge will be maintaining that interest without relying on the extraordinary exposure generated by Ronaldo.
CR7 Shirts and International Demand Could Feel the Biggest Impact
While sponsorship revenue may remain relatively stable, Sá identified two areas where Ronaldo's absence could have a more noticeable effect: merchandise sales and international demand.
Portugal's No. 7 shirt became a globally recognizable product throughout Ronaldo's international career.
Its ability to attract buyers around the world cannot be immediately replaced.
However, Sá expects a more limited impact on ticket sales for matches played in Portugal, where he believes supporters' connection to the national team goes beyond any individual player.
The situation could be different in certain international markets.
There, Ronaldo's presence alone had the power to generate additional demand and commercial value.
Why Portugal Should Not Search for the Next Cristiano Ronaldo
Rather than looking for another player capable of matching Ronaldo's individual popularity, Sá believes the Portuguese Football Federation should focus on developing a broader identity.
He recommends building a narrative around a generation of players and collective values such as competitiveness, player development and ambition.
Portugal still have internationally recognized stars such as Bruno Fernandes and Rafael Leão.
However, Sá argues that Ronaldo's commercial stature is the result of an almost impossible-to-replicate combination of performances, trophies, longevity, personality and global reach developed over more than two decades.
The expert also believes Ronaldo can continue promoting his country without representing the national team.
He described the forward as “an extraordinary informal ambassador for Portugal and Portuguese football.”
Cristiano Ronaldo and Portugal Face a New Commercial Test
After more than two decades of mutual growth, Ronaldo and Portugal's national team must now demonstrate that their respective brands can thrive independently.
“The federation's great challenge is not to replace Cristiano Ronaldo. It is to ensure that the extraordinary strength of an individual brand can now be transformed into a legacy for the collective brand,” Sá said.
He believes the next chapter will test both sides.
“CR7 will have to prove that his brand can continue growing without the national team, and the national team will have to prove that it can maintain its commercial strength without depending on CR7.”
Three Numbers Behind Cristiano Ronaldo's Commercial Power
- $956 million: The approximate value of the CR7 brand in U.S. dollars, converted from IPAM's 2025 estimate of €850 million.
- 325% growth: The increase in Ronaldo's estimated brand valuation between 2020 and 2025.
- More than one billion followers: Ronaldo's combined social media audience, making him a powerful global communication platform.
