Winning his first capocannoniere (literally, “head gunner”) as the leading goal scorer in Serie A this season, Juventus forward Cristiano Ronaldo became the first player to win scoring titles in top-flight soccer leagues in England, Spain and Italy. With one year left on his current contract, the global soccer icon’s long-term future with Juventus is still in question, but Ronaldo continues to score off the field with his unmatched social media following.
Click here to read the story at sportico.com.
Discussion Questions:
- What is product endorsement?
- Why do you think brands pay athletes and celebrities to endorse their products and services?
- Why types of athletes and celebrities do brands look for when deciding who should endorse their products and services?
- How much influence does social media following have on that decision?
- What makes Ronaldo a valuable product or service pitch-person from a social media perspective?
- What does it mean that Ronaldo scores “$75 million in Sponsor Value” on social media? Why might that be important to a brand?