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SBD Global/April 1, 2014/Marketing and Sponsorship

Real Madrid's Cristiano Ronaldo's New App To Add To His Growing Marketing Presence In Asia

The Spanish Football League (LFP) is "fighting to open a path into Asia," according to José Félix Díaz of EL CONFIDENCIAL. Real Madrid and Barcelona "are capturing attention, but it is Cristiano Ronaldo who is in the center" of the news and the media -- "CR7 is a true advertising goldmine." The latest agreement, through which Ronaldo will earn €1M ($1.4M), "with the possibility of doubling this quantity," consists of Ronaldo recording a monthly video about his understanding of football and how he trains. The images "will be distributed through an app for mobile and tablet devices." This agreement "will join his recently finalized role as an ambassador for Emirates," in addition to endorsement deals he has in Asia with Toyota, Kentucky Fried Chicken and Herbalife. In "emerging Asian countries, Ronaldo is an idol and a money-making machine" (EL CONFIDENCIAL, 3/31).
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