Pro footballer Cristiano Ronaldo has officially made the move from Real Madrid Football Club to Italy’s Juventus in a deal worth more than $130 million US, not counting transfer fee, and the Portuguese player’s presence on the team could be a big boost for FCA – and more specifically, its Jeep brand. The Jeep name is featured prominently on Juventus’ black-and-white striped jerseys, thanks to a sponsorship deal between Fiat Chrysler and Juventus, meaning that it could get a significant bump in visibility from the acquisition of Ronaldo, who many regard to be the best player in the world today.
As a matter of fact, according to Automotive News, assuming Cristiano Ronaldo can help get Juventus to the UEFA Champions League finals, Apex Marketing Group President Eric Smallwood says the media exposure for that year alone would be worth more than $55 million. Fiat Chrysler Automobiles’ Juventus sponsorship deal is worth $20 million per year, by comparison.
Further bolstering Ronaldo’s value to FCA and the Jeep brand is Ronaldo’s social media presence. The pro footballer has 74.5 million Twitter followers, and 134 million followers on Instagram, compared to Juventus’ 6 million Twitter and 10 million Instagram followers, Automotive News reports.
Granted, not everyone is thrilled with the Ronaldo deal; as we reported earlier in the week, some Fiat workers were upset at the prospect that FCA, which has ties to Juventus through the Agnelli family’s businesses, reportedly offered to pay Ronaldo’s transfer fee and four years of salary. Fiat workers haven’t had a pay rise in a decade, according to Pomigliano D’Arco plant worker Gerardo Giannone, and Ronaldo’s salary might have paid for another €200 ($230 US) per month for every Fiat worker.