Earlier this week at a Euro 2020 press conference, Cristiano Ronaldo removed two bottles of Coca-Cola that were placed in front of him. This simple movement has caused quite a stir, going viral instantly, and has prompted a movement about who should sponsor sporting events and how we treat our bodies.

Coca-Cola are one of the football tournament’s biggest sponsors and would have paid huge amounts to have their product placed at the press conference, for Ronaldo to replace the bottles with water and state: “agua”. This statement has triggered a $4 billion decrease to the drink brand’s market value, dipping their share price from $56.10 to $55.22.

Paul Pogba supported the iconic statement too by removing a bottle of Heineken 0% beer ahead of his press conference. Pogba, who is a practising Muslim, may have had a different motivation as his actions would have been in alignment with his religious beliefs. Regardless of the motivation it opens conversation around players being role models to millions around the world and the brands they are associated with.

UEFA commented on the actions, saying that players have different tastes and needs, and: “are offered water, alongside Coca-Cola and Coca-Cola Zero Sugar, on arrival at our press conferences”.

Watch the Ronaldo at the conference below.

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