UEFA announces strict measures and issues stern warning over Cristiano Ronaldo’s costly Coke stunt.

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UEFA announces strict measures and issues stern warning over Cristiano Ronaldo’s costly Coke stunt.

While reacting to a bottle-snatching trend at the European Championship sprung by Cristiano Ronaldo, players on the 24 teams have been ordered to stop removing strategically placed sponsor drinks from the news conference platforms by the UEFA.

Ronaldo, Paul Pogba, and Manuel Locatelli all removed sponsor bottles away from the scene of cameras when taking their seats at official media sessions this week.

Euro 2020 tournament director Martin Kallen said UEFA has “communicated with the teams regarding this matter.”

“It is important because the revenues of the sponsors are important for the tournament and for European football,” Kallen said in a briefing.

Pogba, who is Muslim and does not drink alcohol, is opposed to the distinctive green bottle of official Euro 2020 beer sponsor Heineken. The beer is marketed as 0.0 percent alcohol.


Kallen said tournament jurisdictions require acquiescence with UEFA’s promises to sponsors, though players with religious objections “don’t need to have a bottle there.”

Media managers at each of the 11 stadiums across Europe should also help with removing beer bottles ahead of the arrival of a player of the Muslim faith.

Pogba had to take questions in the interview room after being named best player in France’s 1-0 win over Germany on Tuesday. The player awards are sponsored by the brewer.

Ronaldo started the trend on Monday at a compulsory pre-game news conference by hiding two Coca-Cola bottles and substituting them with a water bottle, which was also one of the drink maker’s brands.

A drop in Coca-Cola’s share price this week was connected by some to Ronaldo’s snub, but without any indication that the two things were connected.

Locatelli copied the Portugal great on Wednesday after helping Italy overcame Switzerland.

It provoked UEFA to remind officials with the teams that players should respect the sponsors and the contributions they make to European soccer.

While UEFA will not inflict fines on individual players, Kallen said it was “always a possibility” that national federations get a financial penalty for further events.

The issue is a source of parody for other teams.

Scotland midfielder John McGinn quipped “No Coke?” because there were no bottles in the squad’s training base conference room, and Belgium coach Roberto Martinez said after a 2-1 victory over Denmark on Thursday that his team loves the drink.

Coca-Cola is an official sponsor of the Belgian soccer federation.

All 24 teams will get some of the money paid by Coca-Cola, Heineken, and 10 other top-tier sponsors that add to UEFA’s total tournament revenue of almost $3.1 billion.

The values of individual sponsor deals are not proclaimed, but UEFA got $761 million in sponsor ventures from 10 partners at Euro 2016 in France.

Players also diffusely get money from Euro 2020 commercial income via their national federations and clubs.

The 24 national federations will share $584 million in UEFA prize money, which typically helps pay player bonuses. The champions can get a maximum of $53 million from UEFA by also winning all three of their group games.

Hundreds of clubs worldwide also get shares from at least $315 million allocated by UEFA from Euro 2020 revenue as a reward for releasing their players to European national teams. Of that money, $205 million is allotted on a daily rate for about 630 players taking part in the final tournament.

Euro 2020 revenue will also fund $1.2 billion UEFA has pledged to its 55 member federations in annual grants and development project funds for 2020-24.

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UEFA announces strict measures and issues stern warning over Cristiano Ronaldo’s costly Coke stunt.

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