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Ronaldo’s Coke moment signals shifting balance of power in sport

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Cristiano Ronaldo’s rejection of strategically placed Coca-Cola bottles at a press conference at the Euro 2020 football championships this week has left sponsors and tournament organisers scrambling to limit the damage on endorsement deals.

The gesture by the Portugal star, who on Monday picked up a bottle of water saying “Agua . . . no Coca-Cola”, was mimicked by other players including Italian midfielder Manuel Locatelli, while France’s Paul Pogba removed a Heineken bottle during media commitments later in the week.

Uefa, European football’s governing body, has contacted national federations to tell teams to avoid actions that could affect tournament sponsors, each of which have paid about $30m to endorse the competition.

But there are no specific rules to police how players must discuss the corporate partners for the Euros. And there has been no reprimand of Ronaldo who, according to one senior European football executive “is so powerful, no one can tell him what to do”. 

That admission is a reflection of the changing power balance at the top of the world’s biggest sports. Highly paid athletes appear more willing to challenge the media and marketing deals struck by the leagues and competitions they play in, if those financial imperatives clash with their own carefully tailored corporate image or sincerely-held beliefs. 

Ronaldo’s viral moment led some media outlets to claim that the incident wiped billions from the market value of the US drinks company. But Coca-Cola’s shares slipped about 1 per cent in morning trade before the press conference even began, a drop that accounts for most of the day’s losses. 

The stock has fallen steadily over the days since, though it managed to recover some ground on Thursday, closing higher for the day at $54.95 .

While Locatelli appeared to be joking by following Ronaldo’s lead, Pogba is a practising Muslim who on Tuesday removed a Heineken bottle placed in front of him at a post-match press conference, though the item was from the Dutch brewers’ line of alcohol-free beers. 

Muslim athletes have cited their religious beliefs for declining to take part in marketing activities with alcoholic drinks brands and gambling groups. “We fully respect everyone’s decision when it comes to their beverage of choice,” said Heineken. 

Last month, Japanese tennis player Naomi Osaka pulled out of the French Open tournament rather than take part in compulsory press conferences, suggesting they were damaging to her mental health. Post-match media access to players is considered key to the value of television deals for tournaments. 

Ronaldo is known for sharing pictures of his intense training regime on Instagram, where he has roughly 300m followers, and has expressed disapproval at his children imbibing fizzy drinks.

Many of his sponsorship deals fit this image of healthy living, such as with sportswear group Nike and nutrition company Herballife — endorsements that have helped him become the first footballer to earn $1bn over his career, according to Forbes. 

However, the player has also previously appeared in adverts for Coca-Cola and Kentucky Fried Chicken.

“I have to say there was a collective raise of eyebrows in the industry about Ronaldo, who has a long record of brand endorsements, some of which don’t fit with his apparent approach to life,” said Tim Crow, a sports marketing expert. “There was a lot of cynicism.”

Ricardo Fort, a former Coca-Cola executive who previously spent nearly two decades managing the company’s sports partnerships, said the incident was an example of rights infringement, with the sponsor potentially entitled to damages. 

Japanese tennis player Naomi Osaka pulled out of the French Open rather than take part in compulsory press conferences © Martin Bureau/AFP via Getty

“Sometimes [rights infringement] can come from a competitor ambushing the event, sometimes it can come from the organisers, sometimes it’s a player,” he said. “In general this is a big distraction for the event and the companies which invested a lot.” 

Though using bottles as product placement is a contractual obligation of the deals that Uefa has struck with Coca-Cola and Heineken, neither brand has demanded compensation, according to a person close to the discussions. 

Uefa said players “can choose their preferred beverage” at the tournament. Coca-Cola did not respond to a request for comment. 

England manager Gareth Southgate defended corporate sponsorships on Thursday, saying “their money at all levels helps sport to function”. That stance was supported by his team’s captain, Harry Kane, who added: “Obviously the sponsors are entitled to do what they want if they’ve paid the money to do so.”

There have long been precedents for athletes favouring their own marketing deals over the groups they play for. At the 1992 Olympics, US basketball player Michael Jordan opted to cover the Reebok logo on his official uniform with a strategically draped American flag, a gesture of loyalty to Jordan’s personal sponsor, Nike.

But more recently athletes have gained greater control over which brands they are associated with, thanks in large part to their direct link to fans through social media. 

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Osaka, the world’s highest-paid female athlete, has accrued a suite of her own sponsors and a large social media following thanks to her brilliant playing record, but also frank advocacy for racial injustice and mental health. 

This breed of independent-minded athletes at the top of sport is forcing a rethink of the longstanding marketing strategies adopted by competition organisers and their sponsors.

“There’s still going to be a billion servings of Coke poured today, tomorrow and the next way,” said Crow. “But the question is: is there a better way of doing it? I suspect there is a better way to get its message across than plonking bottles in front of athletes.”



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'It’s more than sport – every day we are fighting for our rights to be equal’

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French pro basketball player and podcaster Diandra Tchatchouang on her role beyond the court



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Emily Dean on how allyship amplifies the female experience on film

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When I was six years old, I decided to be an artist. When I was 12, I decided to be a filmmaker. And instead of saying no, you can’t do that, or it’s not possible, my mum bought me a video camera.

After several years of working in the industry, I’m working with a female director for the first time. And it’s been such a gratifying experience. Women express leadership in different ways. Maybe you don’t have to be the loudest person in the room. But you can have great ideas.

And the best thing about being mentored by women and being a mentor to women is that make friends with women.

There’s something so powerful the women coming alongside other women, especially in a group setting. Because it means that you can and back each other up. You can support each other’s decisions, and you can amplify each other’s voices.

It’s about seeing yourself in your work. Seeing some part of yourself reflected is really gratifying. It’s also important that we speak up for female characters. I want to see girls and women on screen who have the whole cacophony of experience of what it’s like to be female.

I want to see their flaws. I want to feel their struggles. I want to see their joy. That is so important to making a character feel real. And it took me a little while to settle into myself and realise, if the characters I like to come up with are not your everyday run of the mill characters you see in animation, that’s fine. Because this is who I am.

When you walk into a story room, when you’re working on a film, you have to leave your ego at the door. I think that can be interpreted like keep your ego out of the work. But I’d also say for women who are maybe more shy that leaving your ego at the door means you walk in. And your job is to focus on what’s best for the story and for the film.

The story needs you. The film needs you, and it needs your best ideas. It won’t thrive unless you speak up.



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Crimea ‘water war’ opens new front in Russia-Ukraine conflict

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When a cyclone drenched Crimea in rainfall last month, rivers burst their banks and thousands of people in the Russia-annexed peninsula had to be evacuated from the floods.

The silver lining to the deluge was that the rains also filled Crimea’s depleted reservoirs, temporarily alleviating a crisis brought on by an extended drought and a Ukrainian blockade of the Soviet-built canal that previously provided up to 85 per cent of the peninsula’s water supplies.

Moscow’s struggle to supply Crimea’s 2.4m residents with fresh water has become a flashpoint in an undeclared war, seven years after Russian troops seized Crimea from Ukraine. An even longer conflict between Kyiv and Russian-backed separatists in eastern Ukraine has claimed more than 14,000 lives.

Russia has accused Ukraine of “genocide” over the building of a concrete dam across the North Crimean Canal, in addition to the existing sandbag and earth dam that was built in 2014. Kyiv fears that Moscow is plotting a military incursion to secure water flows from the nearby Dnipro river.

Coupled with surging food prices and international isolation because of western sanctions, the water shortages threaten to undermine President Vladimir Putin’s promise of a better life for Crimeans under Russian rule.

Though state-run pollsters claim Putin remains more popular in Crimea than on average across Russia, the patriotic fervour that sent his approval ratings to record levels after the 2014 annexation has long since subsided.

Map showing Ukraine and the North Crimean Canal, Crimea

“The water reserves and fields have dried up,” said Viktor, 47, a Crimean who regularly travels to Ukraine for work. “Each year it’s getting worse and worse. We didn’t have this problem before annexation,” he said, adding that most Crimeans blamed Ukraine for the crisis.

A $3.7bn bridge across the Kerch Strait linking Crimea with mainland Russia has become a conduit for trucks ferrying water for locals to take away in plastic containers. Popular Black Sea tourist resorts can turn on their taps for just a few hours a day during peak droughts, while the canal has filled with grass and weeds.

Crimea’s agricultural output has fallen owing to a lack of irrigation, making it all but impossible to grow water-intensive crops such as rice.

Construction of the canal began in 1957 after the Soviet Union transferred the arid peninsula to the Ukrainian Soviet Socialist Republic to manage rebuilding after the second world war. The waterway allowed for the cultivation of arable land and helped transform Crimea into a haven for tourists.

“The canal symbolises the stupidity of the Kremlin in occupying Crimea. They didn’t weigh the consequences at a moment of electoral euphoria that was fed by their own propaganda,” said Oleksiy Reznikov, Ukraine’s deputy prime minister in charge of reintegration policies for the occupied territories.

“Why didn’t you think about water?” he asked.

The North Crimean Canal is seen with a low level of water
The severely depleted North Crimean Canal previously provided up to 85% of the peninsula’s water supplies © Pierre Crom/Getty

Workers collect potatoes on the North Crimean Canal
Workers collect potatoes on the North Crimean Canal. Ukraine blocked the irrigation channel after Russia’s 2014 annexation of Crimea © Pierre Crom/Getty

Russia, while pressing Ukraine to reopen the waterway, has launched a Rbs50bn ($680m) programme to bolster Crimea’s supplies, repairing crumbling infrastructure, drilling wells, adding storage and desalination capacity.

Russian prosecutors last week filed a lawsuit in the European Court of Human Rights accusing Ukraine of “flagrant violations” over the issue. Crimea’s governor plans to file a separate complaint demanding up to Rbs1.5tn in compensation.

“Kyiv has essentially used Crimea’s infrastructure dependence on Ukraine, which came about in the Soviet era, as a weapon of mass destruction against all Crimeans. The water blockade is an act of state terrorism and ecocide, but the international community is failing to notice the Kyiv regime’s crimes,” Sergei Aksyonov, the peninsula’s governor, said in written comments to the Financial Times.

Reznikov said Russia, as the occupation force, was responsible under the Geneva Conventions for securing water and other basic needs for local the population. Ukraine has filed its own multi-billion-dollar claims against Russia, citing losses caused by what it describes as an illegal land grab.

With tensions rising, Russia deployed tens of thousands of troops and advanced weapons to Crimea this spring, as well as to the border of the two breakaway eastern regions where Moscow-backed separatists have battled government troops into an eighth year.

Col Kyrylo Budanov, chief of Ukraine’s army intelligence unit, said Russia was looking to seize the canal as well as adjacent territory to connect Crimea with the breakaway regions. Russian troops could advance on Nova Kakhovka, the Dnipro river town where the canal begins.

Some Crimean Tatars, an indigenous ethnic group whose members largely opposed Russia’s annexation, have set up a makeshift camp near the dams to make sure the water flow does not resume.

A Crimean Tatar activist on the North Crimean Canal
A Crimean Tatar activist enters his base on the North Crimean Canal. Tatars have set up camp to make sure the water flow does not resume © Pierre Crom/Getty

A Ukraine military vehicle drives past a Soviet monument marking the entrance to Brylivka
A Ukraine military vehicle drives past a Soviet monument marking the entrance to Brylivka, a village on the North Crimean Canal © Pierre Crom/Getty

“It will be a full-scale war,” said a 55-year-old activist who gave his name as Alibaba. He said he and his fellow activists were willing to take up arms to defend the blockaded canal. “There will be nowhere to hide in these fields. Let them try,” he added.

At the Kalanchak border crossing near the new dam, Russian and Ukrainian troops have dug trench positions a few hundred meters apart.

Tensions have also flared in the Black Sea, not just with Ukraine but also with western navies. Russia fired warning shots in the path of a British destroyer sailing through contested waters off Crimea last month. Sevastopol, Crimea’s largest city, is home to Russia’s Black Sea fleet.

Moscow has insisted it would not go to war over Crimea’s water supplies, even as it conceded that Ukraine was unlikely to restore them. “All these hysterical statements from Ukrainian politicians are completely baseless — they’re just stupid, aggressive propaganda aimed at inciting hatred between the Russian and Ukrainian people. There won’t be any ‘water war’,” Crimea governor Aksyonov said.

Reznikov, the Ukrainian minister, said Kyiv was ready to provide Crimea with humanitarian assistance, including drinking water, which it already does for the separatist-run eastern territories, but no request had been made.

“For Russia to admit they’re weak is very difficult . . . it would amount to an admission that they made the wrong decision,” he said.



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