“Cristiano Ronaldo’s marketing power appeared to be on full display this week when his removal of two bottles of Coca-Cola from the podium at a press conference coincided with a $4 billion drop in the company’s market value.

Before speaking to the media on Monday in Budapest a day before Portugal’s Euro 2020 opener against Hungary, the Juventus star moved the Coca-Cola bottles out of the frame and held up a bottle of water before saying, ‘Agua.’

Coca-Cola’s share price dropped from $56.10 to $55.22 soon after Ronaldo’s gesture, while the company’s market value dropped from from $242 billion to $238 billion. Coca-Cola is an official sponsor of the European Championship.”