Cristiano Ronaldo is one of Portugal's main image assets, according to a new study. Most people surveyed say the captain has a strong influence on how the world sees the country.
The study was carried out by ISCTE Executive Education and the Instituto de Marketing Research. RTP Madeira reported the results on 4 November 2026.
The researchers ran 3,931 surveys in nine countries between 13 and 18 October. That was a few weeks after Ronaldo left the national team.
| Finding | Share |
|---|---|
| He has a very strong influence on Portugal's image abroad (nine countries) | 76% |
| His prestige goes beyond football | over 70% |
| He builds the national team's image | 63% |
| The national team builds his image | 10% |
| He is the Portuguese figure who did most for the country's prestige abroad (Portugal only) | 45% |
76% Say Ronaldo Strongly Shapes Portugal's Image Abroad
A member of the study team told RTP Madeira that the result was very clear in all nine countries.
"This finding is very clear in these nine countries, it cuts across all of them, and in our opinion it is extraordinarily significant that 76% of respondents across all these countries consider that Cristiano Ronaldo has a very strong influence on Portugal's image abroad."
Member of the study team, speaking to RTP Madeira
Over 70% Say His Prestige Goes Beyond Football
More than 70% of respondents believe Ronaldo's prestige goes beyond football. Respondents also see him as an inspiration in football because of his winning mentality.
63% Say Ronaldo Builds the Team's Image, Only 10% the Reverse
The study found that Ronaldo does much more for the team than the team does for him.
"Cristiano contributes much more to shaping the national team's image than the other way round."
Member of the study team, speaking to RTP Madeira
In numbers, 63% of people said Ronaldo creates image for the national team. Only 10% said it is the national team that feeds Ronaldo's image.
Respondents in Nine Countries Show Less Interest After His Exit
The study also found that the captain's departure could have an impact beyond football. In football terms, the study team found a direct effect in the nine countries. It found a significant loss of interest in the national team.
It also found less emotional involvement with Portugal and with the national team in particular. In material terms, respondents showed less interest in content about the country in general and about Portuguese football.
Even so, a significant part of the respondents say Ronaldo and what he has achieved will remain, even after he leaves the national team.
45% of Portuguese Respondents Say He Did Most for the Country's Prestige
In Portugal, 45% of respondents named Ronaldo as the Portuguese personality who did most for the country's prestige around the world. Many would also like to see him as an ambassador for the national team.
Source: madeira.rtp.pt
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