The snub of two Coca-Cola bottles by Portuguese superstar Cristiano Ronaldo – at his Euro 2020 press conference – has coincided with a $4billon drop in the share price of the soft drinks giant.
Ronaldo found the back of the net twice as Portugal ran riot against a stoic Hungary side in the last ten minutes of the game.
And, Ronaldo, who is never too far away from the headlines, created a major talking point before Portugal's opening clash in the Euros.
The Juventus forward, after spotting two Coca-Cola bottles pushed them to the side to be replaced by a bottle of water.
Ronaldo then waved the water in the air as he stated: "Agua!"
Coke's share price dropped from $56.10 to $55.22 – a 1.6% decline – and the market value experienced a $4billion drop from $242billion to $238billion.
Coca-Cola responded to the incident: "everyone is entitled to their drink preferences."
Whereas, a Euros spokesman said: "Players are offered water, alongside Coca-Cola and Coca-Cola Zero Sugar, on arrival at our press conferences."
Would you drink Coke after the Ronaldo snub? Let us know in the comments section
Ronaldo is a fitness phenomenon, and he is known to take that side of his life very seriously.
The 36-year-old has boasted he can play until he's 41, and as recently as 28 he claimed to have a biological age of 23.
The striker has six meals a day, and he doesn't just stick to water – sports drinks boost his energy on game day, and they contain electrolytes to help fight tiredness.
However, alcohol and sugary drinks, and sugary foods are strictly off the menu to maintain his physique.
At 37-years-old Goran Pandev became the tournaments oldest goalscorer ever, when he found the net for North Macedonia against Austria.
Ronaldo, who is only a year younger, went one better when he converted from the penalty spot and then with some individual brilliance, and the Portuguese superstar is showing no signs of slowing up anytime soon.
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