After Ronaldo, Pogba pushes aside sponsor Heineken at Euro 2020

Pogba who moved Heinekin bottles on grounds of religious beliefs was largely trolled on social media, unlike Cristiano Ronaldo

e4m by exchange4media Staff
Updated: Jun 17, 2021 12:31 PM
pogba Ronaldo at UEFA Euro press conference

It seems like the players at UEFA Euro 2020 are quite snubbed by the sponsors present at the press conference tables as after Ronaldo sidelining Coca-Cola bottles another player has openly shown his aversion to another brand, Heineken. 

Paul Pogba, while attending the presser after France defeated Germany 1-0 in their opening match, picked up the Heineken beer bottle placed in front of him and placed it under the table. 

Pogba, who converted to Islam in 2019 did it because his religious beliefs are against alcohol consumption. However, the bottle on the table was a non-alcoholic one. 

While Ronaldo got a mostly positive response on Twitter for his actions and even Coca-Cola share prices slid down after his move, Pogba is getting trolled for his actions on social media. 

The Portugal football team captain and legendary player Cristiano Ronaldo’s act of swapping Coca-Cola bottles with a water bottle at a recent press conference, reportedly, had led to a drop of four billion dollars in the brand’s global market value soon after his gesture. The brand’s share prices had also slipped 1.6%, from USD 56.10 to USD 55.22 by the end of the press conference. However, it has now risen to USD55.41.

Ronaldo, who was also once the sponsor of the brand in the early 2000s, had moved the two bottles of the sugary drink placed on his table as a part of Coca-Cola’s sponsorship activities at UEFA Euro 2020 before picking up a water bottle and showing it to the camera. 

While the market value of the brand saw a dip in response to his actions, Exchange4media’s discussion with the Indian ad and marketing community indicated that the act will not have any major impact on Coca-Cola’s brand image as it is quite an iconic product and bullet-proof to such events. 

Industry veteran and Brand-Building Founder Ambi Parameswaran had pointed out: “Interesting that he pushed aside a Coke can. Coca Cola is a sponsor of the event and it can take action against the organisers. But given the fact that Coke is the most recognised and loved brand in the world, they may shrug it off as a storm in a small teacup. The company is fully aware that health bloggers are anti any sugary drink. But there is still a large segment of consumers who need their sugar fix.” 

In response to Christiano Ronaldo's gesture of wiping off $4 billion from Coca-Cola's market value, the spokesperson of the company stated that, "Players are offered water, alongside Coca-Cola and Coca-Cola Zero Sugar, on arrival at our press conferences." He also added that people have different “tastes and needs and everyone is entitled to their drink preferences.

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