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Thursday, July 1, 2021

Ronaldo flips Coca-cola - shares come tumbling down !

Portugal is a country on the Iberian Peninsula, in Southwestern Europe. It is the westernmost country of mainland Europe, being bordered by the Atlantic Ocean and by Spain.  The Portugal–Spain border is 1,214 km (754 mi) long and considered the longest uninterrupted border within the European Union. The land within the borders of current Portugal has been continuously settled, invaded and fought over since prehistoric times. .. .. ..  and there is this sportsperson from Portugal !!  ~ called : Cristiano Ronaldo

•        In Feb 2021,  he became the first person in the world to reach 500 million followers across Facebook, Instagram and Twitter.

•        In March 2021, he passed Brazilian legend Pele's goal tally; a hat trick against Serie A foe Cagliari pushed him up to 770 goals in all competitions.

•        His four-year contract with Juventus is worth an average of $64 million a year and expires in 2022.

•        Ronaldo, a five-time FIFA player of the year, in 2020 became the first active team-sport athlete to surpass $1 billion in career earnings.

•        In addition to a lifetime deal with Nike, Ronaldo makes money off the pitch with his CR7-branded clothing, accessories, hotels and gyms.   

                   Cristiano Ronaldo netted a double to become the European Championship's all-time leading scorer as Portugal struck three times late on to beat a stubborn Hungary 3-0 in their Euro 2020 opener at a packed Puskas Arena on Tuesday. The holders, who appear to have a much stronger squad than when they won their first major title five years ago, laboured for long periods in Budapest. 

A decade or so ago, - the ad campaign 'Thanda matlab Coca-Cola' made the almost universal rural word for soft drinks a hot catchphrase, and the marketing strategy ensured that villagers slowly turned converted to ‘sugary bottled drinks’! away from the traditional drinks like palm, coconut and the odd kalimark soda ! 

“Everyone is entitled to their drink preferences':  was the blunt response of Coca-Cola to Cristiano Ronaldo removing Euro 2020 sponsor's bottles from press conference and telling fans to 'Drink water'.  Rolando removed bottles of Coca-Cola from Euros press conference last night. Ronaldo followed it by holding up bottle of water before declaring in Portuguese: “Agua!”, appearing to encourage people to choose that instead.  Health-obsessed star was clearly irritated, telling fans to 'drink water' instead - Coca-Cola, which sponsors the tournament, responded - insisting that 'everyone is entitled to their drink preferences' – in between the video went viral and Coke’s shares came tumbling down !!

The health-obsessed 36-year-old Ronaldo  took offense after the fizzy drinks were placed in front of his seat before an interview before the match  - so he moved them out of shot and told fans to 'drink water' instead. Now, the multi-billion dollar drinks firm - which sponsors the tournament - has responded, acknowledging in blunt fashion that everyone has 'tastes and needs.' 'Players are offered water, alongside Coca-Cola and Coca-Cola Zero Sugar, on arrival at our press conferences,' a spokesman added.  

As an official sponsor of Euro 2020 the drink was on display as Ronaldo entered the room – but his  disdain was clear to see as he shouted 'drink water' having removed the Coke bottles. Ronaldo made the gesture at a press conference ahead ahead of Portugal's first game of the Euros, which took  place against Hungary.  The Portuguese star, one of the greatest footballers to have ever played the game, is notoriously fastidious about his diet and exercise regime. His laser focus on fitness and well-being has allowed him to continue playing at an elite level well into his 30s, when many players retire. He has previously revealed that his diet consists of six mini-meals spread throughout the day, featuring plenty of fruit, vegetables, and clean protein such as fish or chicken cooked without oil. His favourite dish is a Portuguese classic called Bacalhau à Brás that consists of layers of cod, onions, thinly sliced potatoes and black olives on top of eggs.

Mostly, the sportsman drinks water - though revealed that he enjoys the occasional glass of juice with breakfast and wine with dinner. In terms of training, Ronaldo is thought to work out for three to four hours at a time, five days a week, and swears by a mixture of cardio, weights and football drills to keep himself in top physical condition. Eight hours of sleep per night to help keep up his 'mental strength' rounds out the routine of one of the fittest men on the planet.  

Following the press conference, a 2006 advert that appears to show Ronaldo promoting Coca-Cola has resurfaced online. The Asian commercial, which appears to have been part of the soft drink brand's marketing for the 2006 World Cup in Germany, shows a woman opening a fridge to find Coca-Cola cans featuring animated likenesses of Ronaldo, which pass the ball to each other. Social media users mocked the apparent change of heart in the comments section on YouTube.

Fans can expect Ronaldo to be in peak condition when Portugal get their Euro 2020 campaign underway  - it is vital they get off to a strong start despite having to cope with the Budapest crowd, with matches to come against France and Germany in Group F. The Portuguese captain will become the first player to appear in five European Championships should he lead his country out as expected, and Ronaldo spoke of what he sees as the key to achieving such longevity. 'The most intelligent thing about a footballer is the ability to adjust,' Ronaldo said. I am more mature now.  'If a player wants to play for many years he needs to know how to adjust and adapt and the numbers speak for themselves. From 18 to 36 I have managed to adjust and adapt.  

Cristiano Ronaldo’s removal of two Coca-Cola bottles during a press conference at the Euros has coincided with a $4bn fall in the share price of the drinks giant. Coca-cola is one of the official sponsors of Euro 2020. The company’s share price dropped from $56.10 to $55.22 almost immediately after Ronaldo’s gesture, a 1.6% dip. The market value of Coca-Cola went from $242bn to $238bn – a drop of $4bn.

                     In 1950, The Coca-Cola Company opened its doors to India for the first time. However, 27 years later, in 1977, they chose to exit the country, protesting new regulations and legislation by the Government of India (Janata Party at that time) limiting the dilution of equity of multinational corporations. On October 24, 1993, they decided to re-enter the market, and have maintained a strong presence ever since.   At that time, Coca-Cola alleged that it had decided to exit India as local authorities wanted full disclosure of the formula for making the concentrate. That allegation was not entirely true.  After Coca-Cola's exit, several Indian employees of the company were left jobless. To avoid a backlash, the government decided to come up with its own version of Coca-Cola.  George Fernandes said a 'swadeshi' substitute drink called Double Seven or 77 was ready and would be marketed in a few weeks. The name of the drink had a political undertone as well, since 1977 marked the end of the Emergency imposed by Indira Gandhi, her defeat in the elections, and Janata Party's ascension to power.

Interesting !

With regards – S. Sampathkumar
16th June 2021.


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