Hello and welcome to the Price of Football, the show that looks at the money behind a beautiful

game with me Kevin Day and Liverpool University's Kirin McGuire. Later in this episode we'll

hear from Football Agent and it turns out all around the light of the guy, Tony Sharky

but it's News Day Kirin and first the news that I probably picked the wrong time to

buy all those shares in Coca-Cola. Yes, this is hot on Cristiano Ronaldo at a press conference

in respect to Portugal's match against Hungary and he went on to the front desk where there

were two bottles of Coca-Cola from the Euro 2020 official sponsors Coca-Cola and some water

as well and he very carefully removed the bottles of Coca-Cola and said, you know, Agua. He's

a temple fit in terms of his physical fitness and attention to detail in terms of diet and

this had an immediate effect of knocking down the share price of Coca-Cola and about $4

billion which is an incredible amount of money. It did bounce back a wee bit later but

I think it's indicative of some people in sport in general and I think we've got to include

Cristiano Ronaldo in this. They go beyond the sport. If you take a look at his social

media impact and the number of followers that he has, it is transcendental and that's

indicative of just how much impact a person of his notoriety can have.

Yeah, arguably he is bigger than the game. I think he would certainly agree with that

but having said that Kirin, they are official sponsors after all. Will there not be any

kind of UEFA sanction from this because you know what the marketing people are like at

that level of organisation. They would have been furious at Ronaldo doing that and I'm sure

somewhere deep in the contract there will be some kind of line about players not knocking

bottles of Coca-Cola off the table in a press conference.

I think it's one of these things which can work both ways because we wouldn't be having

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