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'Drink Water' Ronaldo's rejection of Coca Cola costs $4bn

Cristiano Ronaldo’s removed two Coca-Cola bottles from a table during a press conference at the Euros. Typically, not something worth noting. But, it became interesting when it coincided with a $4bn fall in Coca Cola’s share price. The Portuguese captain, who has almost 300 million Instagram followers, instead held up a bottle of water before declaring in Portuguese: “Agua!”. Later, as he sat down to speak following his side's 1-0 victory over Germany, French player, Paul Pogba removed a bottle of Heineken 00 that was in front of him. It made us wonder about the value of these sorts of sponsorships, and the power of the celebrity. So, we asked Jill Downey, Managing Director, Core Sponsorship to help us understand. The Hard Shoulder Listen and subscribe to The Hard Shoulder on Apple Podcasts, Google Podcasts and Spotify.      Download, listen and subscribe on the Newstalk App.    You can also listen to Newstalk live on newstalk.com or on Alexa, by adding the Newstalk skill and asking: 'Alexa, play Newstalk'. see more