Altice Portugal has revealed that it is keeping Cristiano Ronaldo as the “face of its publicity campaigns” – irrespective of the allegations made by a former model that he raped her.
When the story first broke (click here), questions were raised as to whether brands would start reacting by pulling out of multi-million deals.
Nike was revealed to be ‘deeply concerned’.
But CR7 has denied the whole story, and it does appear that his version of events is calming what could have developed into a very ugly storm.
The UK’s Independent published earlier this week that “So far, none of the player’s partners and sponsors have cut ties with him”, and Altice Portugal certainly is bullish.
Said Alexandre Fonseca, the company’s executive president: “We know Cristiano is a great professional, a quality brand of excellence”.
“We have memory, and we do not forget that Cristiano Ronaldo is a symbol for football that crosses generations” – a “national symbol with world appeal” who doesn’t just symbolise goals but character, discernment and a great deal of solidarity and humanism”.
As for the 33-year-old super-athlete himself, his public persona has projected confidence that all this will eventually blow over.
“I am blessed”, he smiled at a press conference this week, citing health, happiness, a fantastic family and four children. “The rest does not affect on me…”
natasha.donn@algarveresident.com
