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Why Ronaldo's Coca-Cola and Pogba's Heineken snubs will have sponsors rethinking their strategy

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Brands are likely to rethink their sponsorship strategy after soccer superstars Cristiano Ronaldo and Paul Pogba shunned Coca-Cola and Heineken at Euro 2020 press conferences, according to a marketing expert.

Coca-Cola‘s market value abruptly plunged by about $4 billion this week, in a dive that coincided with Ronaldo's snub of the Euro 2020 sponsor at the tournament press conference.

France midfielder Paul Pogba removed a bottle of Heineken beer that had been placed in front of him at a Euro 2020 news conference on Tuesday, a day after the Portugal captain moved aside Coca-Cola bottles in a similar set-up.

Neil Graney, Assistant Professor in Marketing and Management at Durham University Business School, said that while the big brands like these will recover from the incidents, it is likely to spark conversations about how they could use the sponsorship deals, or activate their sponsorship, in a better way.

For more info, please go to https://globalnews.ca/news/7954257/cristiano-ronaldo-coca-cola-snub-euro-2020/
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U.S. & Canada
Tags
global news, ronaldo coca cola, ronaldo coke
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