Cristiano Ronaldo Positive Public Image and Positive Relations Creating a Lasting Image and Successful Career
When it comes to strategic marketing and promoting an image that launches success, Cristiano Ronaldo is a prime example of someone who has figured out the game of public relations and uses it to his advantage. He and his team deserve praise for creating an image that is lasting and keeps his name relevant on a global scale. He is a terrific example of how an athlete can take advantage of his position in the lime light and extend his career beyond the field.
Cristiano Ronaldo's full name is Cristiano Ronaldo dos Santos Aveiro. He is a native Portuguese, and he was born Feburary 5th, 1985. He is currently engaged to his second partner, Spanish model Georgina Rodriguez, and they just had a child together recently. Ronaldo has four children total with two being from his previous wife.
He is a professional soccer player who has been setting records for the extent of his career. He plays as a forward. In 2003, he began his professional career at the young age of 16 when Manchester United paid 12 million euros to sign him. This was an obvious rarity, but they clearly saw his talent early on. From there, his career sky rocketed; he has won several awards including five Ballon d'Or awards and won many championship games. Not only has be played for Manchester United, but in his career he has also played for Real Madrid from 2009-2018. In 2018, he signed with club Juventus. He has also played for the Portugal National team when they won the European Championship in 2016 against France.
At 34 years old, he is still very much active in his soccer career and still a valuable player. Despite his "older" age (older meaning for an athlete), this has not detoured him from his passion for the game. But it is not just his soccer career he has invested in, and when that is over, he will still have a substantial financial empire to fall back on. Not only has he invested in many outlets using his name as a launching pad, but he and his PR team worked wonders to create him a positive image that sells his name as a brand.
Not only have countless companies made or have tried to make him the face of their brand, Ronaldo has several businesses of his own. His wide range of investments include an underwear line, footwear, blankets, cologne, mobile apps, creative agency, restaurants, and hotels. Most of his merchandise can be found on his website; the website is clean and aesthetic not only including merchandise, but showing highlight footage of Ronaldo's games. In his own personal business endeavors, Ronaldo has not been shy in using his fame as an athlete to his advantage. A great marketing strategy to take his financial gain beyond the field in investments that will last into his retirement.
Ronaoldo has an accumulative net worth of $450 million with an annual salary of $64 million. $40 million of that comes from endorsements. Ronaldo is very business minded and makes a substantial amount of money from advertising. He is also a successful businessman in the deals he makes with large companies that would like to use him in their advertising campaigns. A wide range of countries from cable providers to an Egyptian steel company have used him in their advertisements.
Many of these companies pay large sums to have him advertise their product on his social media. Ronaldo has taken full advantage of his social media (his Facebook, Instagram, Twitter) to make himself a household name. It is estimated that Ronaldo makes $400,000 for each sponsored post.
Perhaps the most financially advantageous deal made has been Ronaldo's $1 billion lifetime deal with Nike. The deal was signed in 2016, and since then, Ronaldo's social media presence promoting the brand generated $475 million for Nike. While many felt the deal was "inflated" or too ambitious, studies show that Nike is predicted to gain a large profit from this quickly.
This image has been vital and one could argue lifesaving in the event of a recent rape allegation held against him. Woman and former primary school teacher, Kathryn Mayorga, is pressing charges saying that Ronaldo raped her in Las Vegas back in 2009, and that he paid her off with $375,000 to keep her quiet. While this is creating a frenzy in the press, and the trial has yet to be held to confirm the allegations, this has yet to taint the professional image he has created.
He took to social media to in response to the incident. It was wise of him to respond, but even wiser
to keep what he said short and to the point. He stated his side and then kept quiet not feeding the fire for media to jump on. He kept his response genuine, and as a result, he has yet to be dropped by any sponsors. While a rape allegation can take a serious toll on an athlete or celebrity's career, the hammer has yet to fall on Ronaldo. Though many sponsors have expressed concern, they have yet to take action because nothing has been proven. Even his team currently supports him. Juventus club tweeted recently saying how Ronaldo has shown great professionalism and dedication which has been well received by them.
Ronaldo is a perfect example of a strategic way to promote an image, create positive relations, use platform as a leverage to promote oneself as a brand, and the importance of positive imaging for famous individuals. His method has maximized his profits to where he will still be successful even after his soccer career is over. He utilized his fame to make investments and saw the importance of public relations to be highly successful in all his business endeavors.
He is a professional soccer player who has been setting records for the extent of his career. He plays as a forward. In 2003, he began his professional career at the young age of 16 when Manchester United paid 12 million euros to sign him. This was an obvious rarity, but they clearly saw his talent early on. From there, his career sky rocketed; he has won several awards including five Ballon d'Or awards and won many championship games. Not only has be played for Manchester United, but in his career he has also played for Real Madrid from 2009-2018. In 2018, he signed with club Juventus. He has also played for the Portugal National team when they won the European Championship in 2016 against France.At 34 years old, he is still very much active in his soccer career and still a valuable player. Despite his "older" age (older meaning for an athlete), this has not detoured him from his passion for the game. But it is not just his soccer career he has invested in, and when that is over, he will still have a substantial financial empire to fall back on. Not only has he invested in many outlets using his name as a launching pad, but he and his PR team worked wonders to create him a positive image that sells his name as a brand.
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| CR7 Underwear line |
Ronaoldo has an accumulative net worth of $450 million with an annual salary of $64 million. $40 million of that comes from endorsements. Ronaldo is very business minded and makes a substantial amount of money from advertising. He is also a successful businessman in the deals he makes with large companies that would like to use him in their advertising campaigns. A wide range of countries from cable providers to an Egyptian steel company have used him in their advertisements.
Many of these companies pay large sums to have him advertise their product on his social media. Ronaldo has taken full advantage of his social media (his Facebook, Instagram, Twitter) to make himself a household name. It is estimated that Ronaldo makes $400,000 for each sponsored post.
Perhaps the most financially advantageous deal made has been Ronaldo's $1 billion lifetime deal with Nike. The deal was signed in 2016, and since then, Ronaldo's social media presence promoting the brand generated $475 million for Nike. While many felt the deal was "inflated" or too ambitious, studies show that Nike is predicted to gain a large profit from this quickly.
"Ronaldo may not be the world’s highest paid player in his sport, but what separates him from other players is how he leverages his brand power on social media." Source
Ronaldo currently has the largest following of any athlete on social media, and on Instagram alone he has the third largest following at 128 million followers. With these numbers and facts put into perspective, it is understandable why companies would be scrambling to pay hefty sums to have him promote their product.
Part of the reason that this method works for Ronaldo is because he is active on his social media. Not only does he have it, but they way he uses it attracts followers. For example, the photos on his Instagram for starter are high quality. Right off the bat, the photos are clean and neat drawing people in. Secondly, he creates a balance of personable family man with career oriented. Many of the photos are related to soccer and the trophies and games won, but there is also an element of his personal life with the current photo of his family as his profile. His followers feel they are getting more of an inside of his life this way.
But something also to note about his social media that really aids in helping his image is the subtle air of professionalism. One will not go on his social media and find videos of him ranting, cursing, or giving his opinions on controversial and sensitive topics. Just as his pictures are, he keeps a clean social media account free of offensive language and views. This is ideal for companies because they feel more confident making the investment in him due to this image that he has maintained for years.
He took to social media to in response to the incident. It was wise of him to respond, but even wiser to keep what he said short and to the point. He stated his side and then kept quiet not feeding the fire for media to jump on. He kept his response genuine, and as a result, he has yet to be dropped by any sponsors. While a rape allegation can take a serious toll on an athlete or celebrity's career, the hammer has yet to fall on Ronaldo. Though many sponsors have expressed concern, they have yet to take action because nothing has been proven. Even his team currently supports him. Juventus club tweeted recently saying how Ronaldo has shown great professionalism and dedication which has been well received by them.
Ronaldo is a perfect example of a strategic way to promote an image, create positive relations, use platform as a leverage to promote oneself as a brand, and the importance of positive imaging for famous individuals. His method has maximized his profits to where he will still be successful even after his soccer career is over. He utilized his fame to make investments and saw the importance of public relations to be highly successful in all his business endeavors.
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