For the biggest brands in the world, the Champions League final isn’t just a game of football.
The annual fixture is watched by hundreds of millions - last year’s final between Barcelona and Juventus attracted a global TV audience of 180 million, according to UEFA - and so imaging is crucial.
And Adidas have reportedly come away from this year’s final between Real Madrid and Atletico Madrid not at all impressed.
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When Cristiano Ronaldo netted the winning penalty wearing an Adidas shirt, it was an opportunity for the German sportswear giant to receive some great advertising.
Except the Portuguese star ripped off his shirt and threw it to the floor, meaning the Adidas logo was nowhere to be seen in any of the celebratory photographs.
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And according to website Marketing Deportivo - per Sport - Adidas' top brass is "not impressed."
Ronaldo is represented by Nike and in the battle to be the biggest sportswear company in the world, the 31-year-old certainly done the American company plenty of favours.
Ronaldo appeared on the back pages the following day bare chested after smacking the ball past Atletico goalkeeper Jan Oblak.
In the heat of the moment, he probably didn’t think that his actions would cost Adidas potentially millions. In that situation, who would?
Ronaldo silenced his critics
The Real Madrid star has now won three Champions Leagues, two with Los Blancos and one with Manchester United, doing his bid to be known as the world’s greatest ever player no harm.
The winger wasn’t at his ferocious best during the 120-minute contest but his sole contribution was the most important on the night.
And the three-time Ballon d’Or winner had a few choice words for his critics after helping Real Madrid win their 11th European cup.
“Only the jealous don’t feel that,” he said, per the Daily Mail. “But I don’t care about that. I always keep the people who love me. So this Champions League is for them, the guys who support me all the time, my fans in Portugal and around the world.”
Physically and mentally superb
At 31, many expect Ronaldo to soon shows signs that father time is catching up to him. But after compiling nearly 4,300 minutes and scoring 48 goals, he is proud of this season’s efforts.
“This season I was the No 1 in the team, again, for most minutes,” he continued. “I have more than 4,000. That means a lot to me. It means I am still good, I still feel good physically, mentally. I was the top scorer in this competition again (with 16 goals).
“My performance (in the final) is maybe not the best one but who played unbelievable? No one. So it’s tough, it’s the end of the season, you don’t have power in the legs that you have in the beginning of the season, but I did my best.
“I ran and we won. That is the most important.”