“Água”, he said and pushed aside the Coca-Cola bottles from his table.
With that, Cristiano Ronaldo also pushed down the market value of Coca-Cola, watering it down, by a shocking 4 billion dollars, overnight. And who was happy?
Everyone. Well, everyone except the company’s shareholders.
The following day, even Paul Pogba removed a bottle of an alcoholic beverage placed in front of him at another Euro 2020 press conference.
These bottles, we know, were placed by companies that had bid for and paid enormous amounts of money to get that placing in football briefings. Getting their brands visibility was their main aim in sponsoring these sporting events.
In fact, if it were not for such sponsorships and advertisements, we would not be enjoying many shows on TV or online.
TV broadcasting rights and online streaming rights are often bitterly contested for, to make revenue from the sponsors. And we all know that, ultimately, advertising pays for the shows we freely watch.
So, here is the question. Did Ronaldo, Portugal’s soccer-team captain and the poster-boy for health and fitness, do the right thing? And did Pogba, France’s midfielder and a professing Muslim, do the right thing?
By standing up for their individual beliefs, and by winning the applause of most of the world, as ‘excellent role models’ for the young generation, did they really act in the best interest of the society and the community?
Maybe yes. But think again, wouldn’t that be a breach of contract? Isn’t it a violation of the agreement between the broadcasters and the sponsoring companies? Can these individual sport-stars act, brashly, to the detriment of their sponsors? If you scare away the sponsors, will they come back?
After all, it is the money that matters. Not only in the business of sports but in many others.
Which is why, on the side-lines - to cash-in on the controversy - Ikea has immediately launched a reusable water-bottle calling it ‘Cristiano’.
The fact of the matter is that, oftentimes, there’s conflict between individual ethics and corporate ethics. One’s individual beliefs may not always be aligned with those of the organization.
I remember cricket tournaments being sponsored by Wills, Rothmans, and Benson and Hedges. All cigarette companies. The contrast was so striking that some cricketers had to publicly declare they do not smoke or encourage smoking.
On the ‘American Idol’ show, I often find it odd to see paper or plastic cups of Coke on the tables of those judges.
Amidst all that glitz and the glamour on those shiny and smooth stage sets, I find these huge red cups sticking out like sore thumbs. You might call the organizers and judges as suckers. Of not just the drink from those cups, but for the money the sponsors put in. And that’s the truth.
Advertisers seek celebrity endorsements of their products. But if it backfires, like in Cristiano’s case now, advertisers might think twice before sponsoring again.
The fact that Cristiano himself had promoted Coca-Cola in his earlier days is now overlooked. His 2006 advertising campaign for Coca-Cola has now been dug out by social media users who are sharing it online and calling him a hypocrite.
But then, times are different. He is healthy, wealthy, and wise now. He probably regrets that old endorsement now. His individual beliefs may have changed now. And that is understandable.
But, in the same way, organizational ethics should also be understood.
After Cristiano’s act, Coca Cola has responded saying "everyone is entitled to their drink preferences" and that "players are offered water, alongside Coca-Cola and Coca-Cola Zero Sugar” at these events. So, did the company take away anyone’s choice? No.
The only reason why, I think, Coca cola did not make a big fuss is because the water-bottle Ronaldo raised was also a brand from Coca cola.
All the same, celebrities must keep reminding themselves that ‘with great power comes great responsibility’.
