Paul Rouse: Cristiano Ronaldo’s commercial power is rooted in modern media

That Ronaldo will be judged by soccer supporters by virtue of what he does on the field is a statement of the obvious. The measure of his success will be both personal and collective

Thu, 02 Sep, 2021 - 15:01

Paul Rouse

Just before 5pm on Friday, August 27, Manchester United announced an agreement to sign Cristiano Ronaldo from Juventus. This is an extraordinary business story. It is a stark reminder of the commercial power of modern professional sport and — more than anything — of the money which attaches itself to a very elite group of international sports stars.

That Ronaldo will be judged by soccer supporters by virtue of what he does on the field is a statement of the obvious. The measure of his success will be both personal and collective.