Federation prepares for the farewell of an asset worth 850 million euros

Cristiano Ronaldo's departure from the national team poses challenges for the Portuguese Football Federation, valued at 850 million euros. Despite his exit, Ronaldo's brand remains strong and can continue to promote Portugal. The IPAM study shows CR7's brand value has grown significantly over the years, reaching 850 million euros in 2025. The impact of his departure could affect sponsorships and the visibility of Portuguese football. The Federation must adapt its narrative to focus on the team rather than individual stars to maintain interest ahead of the 2030 World Cup co-hosting.