The world of football and advertising is upside down: James Quincey, chairman and CEO of the Coca-Cola Company, has made an unprecedented offer of $ 50 million to the football superstar Cristiano Ronaldo in order to advertise his upcoming wedding with Georgina Rodríguez for the world-famous beverage brand. The news, which initially looked like a daring marketing coup, took an unexpected turn when Ronaldo reacted with a narrow, five words that put Quincey in rage. The subsequent claim of the Portuguese, which put the business world and the football community alike, was even more shocking.

Cristiano Ronaldo, one of the most famous athletes in the world, is not only famous for his achievements on the square, but also for his immense range on social media, with almost 300 million followers on Instagram. His branded power is undeniable and have been competing for his support for years. However, Coca-Cola had a controversial relationship with Ronaldo in the past. In 2021, the footballer made headlines during a press conference of the European Championship when he demonstratively committed two Coca-Cola bottles and instead a water bottle with the word “Água!” held up. This moment that went viral, according to reports, led to a decline in the stock market value of Coca-Cola by $ four billion, even if later analyzes showed that the slump was more due to other factors such as the ex dividend day. Nevertheless, this incident remains a miracle point for the company.

James Quincey, who has been CEO of Coca-Cola since 2017, is known for its bold strategies to position the brand as global giants in the beverage sector. His idea of using Ronaldo’s wedding with Georgina Rodríguez, which is planned for 2026 as a advertising platform, was celebrated internally as a brilliant move. The couple’s wedding, which has been together since 2016 and has several children together, is expected as one of the most respected celebrity events in the coming years. Quincey saw this an opportunity to combine Coca-Cola with glamor and global attention. The offer of $ 50 million was not only intended for the placement of Coca-Cola products, but also included the creation of an exclusive “Coca-Cola X Ronaldo” campaign, which should transform the event into a worldwide marketing sensation.

But Ronaldo’s reaction caused the company’s hopes burst. According to insiders, the footballer replied with the words: “I only drink water, sorry.” This short, direct statement, which was reminiscent of his notorious “Água” moment, hit Quincey in the face like a slap. Ronaldo, known for his strict health and fitness philosophy, has repeatedly spoken out against sugar-containing drinks, which brought Coca-Cola into a precarious situation. But that’s not all: Ronaldo placed a counterclaim that even exceeded the boldest expectations. He demanded that Coca-Cola bring a new line of sugar-free, healthy drinks under his brand to the market with a profit sharing of 75 percent for him and a global marketing budget of another $ 100 million. This requirement, which was described as “excessive”, stalled the negotiations.

The reactions in the business world and among fans are shared. Some praise Ronaldo’s steadfastness to consistently represent his beliefs about health and nutrition, while others see other Quince’s offer as a desperate attempt to make up for an old image damage. The tension between the two parties has attracted the attention of the global media, and every step is observed closely. For Coca-Cola, a lot is at stake: the company, which in 2024 recorded sales of over $ 45 billion, cannot afford to sink into a public PR disaster. Quincey, who has been fulfilled in the past for his ability to revitalize the brand through innovations such as Coca-Cola Zero Sugar, is now faced with a challenge that affects both its reputation and the strategic orientation of the company.

While the negotiations continue, it remains unclear whether a compromise can be found. Ronaldo’s demand for a healthy beverage line could be a chance for Coca-Cola to position itself in a growing market segment, but the financial and logistical hurdles are enormous. The football world and the business world keep your breath while waiting for the next developments. One thing is certain: this story will make headlines for a long time.