Ronaldo retirement may cost Portugal millions: expert

Cristiano Ronaldo's retirement could cost the Portuguese Football Federation (FPF) millions in revenue due to loss of sponsorships and global attention.

Marketing expert Daniel Sá of the Portuguese Institute of Marketing Administration (IPAM) warned that Ronaldo's brand is 'incomparably bigger' than the entire Portuguese national team.

Ronaldo has been the primary driver of the FPF's commercial success for over 20 years, securing numerous contracts.

The FPF faces a major branding challenge after Ronaldo's departure, as he has been the face of Portuguese football.

The federation must develop new strategies to attract sponsors and audiences post-Ronaldo to avoid a commercial and visibility crisis.