C. Ronaldo and Budapest made Coca Cola shares drop?

Cristiano Ronaldo’s little antics the other day could cost Coca Cola even more in the future.

It is natural that the whole world talks about the European Championship since football is one of the most popular sports. We are interested in the games, the results, who suffers an injury and which national team has the biggest chance to win the tournament. Of course, technical details are not the only thing we want to hear about. Supporters want to know everything that happens to their favourites, for instance, when one of them makes a small declaration about drinking water and as a consequence makes one of the biggest companies lose an enormous amount of money from its market value.

Cristiano Ronaldo: “I wish every location would be like Budapest”

That is exactly what happened on Monday at the online press conference held ahead of the Hungary-Portugal game. Portuguese star and captain of his national team Cristiano Ronaldo made some very simple moves: he sat down, looked at two Coca Cola bottles in front of him, made an angry face, put the bottles away, and grabbed the water bottle he brought with himself accompanied with the word “agua”, making it clear that he prefers the pure drink nature gives us instead of a produced soft drink.

There is nothing really surprising about this; we have known since the beginning of his career that one of the biggest and best footballers in the world leads an extremely healthy lifestyle where junk food and processed products do not have a place.

Normally, this 10-second-long action would not cause any surprise, only some laughs, but when we talk about a celebrity and icon like Cristiano, everything he does will have an impact. And not always in the sports world itself. This case is exceptional for three reasons. First of all,

Coca Cola is one of the official partners of the tournament.

Moreover, Ronaldo himself also used to belong to a big group of sportspeople, actors, singers, and celebrities who were supported by the biggest soft drink company. However, the most important and maybe shocking aspect of the press conference’s opening act is the actual outcome of it.

As a consequence, the drink giant’s share price dropped by 1.6% in just a matter of minutes.

Moreover,

his decision to remove the bottles resulted in a 4-billion-dollar market value drop in the next two days.

It may not cause a lot of headache to the company right now since, compared to its complete revenue and the amount of money they produce and move every year, it is only a small percentage. Nevertheless, it is still a lot of money considering that it is the outcome of only some seconds and the word “water”.

Furthermore, according to the financial analyst asked by index.hu,

Ronaldo’s action could very easily have a negative impact on the company in the long run.

A 1% drop under 24 hours in the shares of such a huge company is nothing extremely surprising. On the other hand, if we consider the past years’ profits of the company, there is a downward trend. It is probably due to the fact that many around the world are already becoming advocates of a healthy lifestyle. Ronaldo’s contribution can further accelerate this process and motivate more and more people to turn to healthier alternatives.

Even though the objective of Coca Cola is not necessarily growing the business year by year but rather that people drink the drink because they like it, with the growing trend of living a healthier lifestyle right now and with millions of people talking about literally everything that happens around these players, Coca Cola might face some difficulties in the future.

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Source: index.hu, dailynewshungary.com, espn.com