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The Portuguese Football Federation has a number sitting in front of it that nobody in the building wants to look at. PUMA, the new sponsor of Portugal, projects that sales of jerseys and merch could fall by as much as 65% once Cristiano Ronaldo is no longer part of the national team. That is the kind of figure that turns a squad decision into a boardroom problem. CR7 was one of the main faces PUMA built its launch campaign around when the deal was announced, so his presence was never just about what he does on the pitch. If he does retire from international duty for good, the brand will probably have to redraw its commercial forecasts, because he was one of the biggest draws moving product. Reports say people are trying to broker a reconciliation between Cristiano and the coach, and the reason is the economic damage his absence would leave behind. The man's reach runs way past the touchline, and the Federation knows it. #CristianoRonaldo #Puma
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