Cristiano Ronaldo has been known to extend his influence beyond the soccer dynamics! A few months ago, he introduced his own mineral water brand and already managed to pen a brand deal. As part of the Riyadh Season, CR7 seized this opportunity to take the next step in his entrepreneurial journey. URSU will now sponsor water for the international event and the soccer veteran was quick to express his pleasure of playing a part.

Initially, he invested $10 million into the water brand that claims to offer medicinal benefits for consumers. Attributes like high levels of alkaline, antioxidants, and minerals make the brand stand out. However, everything hasn’t been rosy for the brand. In the past, the Madrid-based brand was highly criticized by a Spanish nutritionist for making false claims.

Cristiano Ronaldo makes history with his new venture

The 2023 Riyadh season will primarily showcase major concerts and huge soccer games with unique attractions like anime parties and gaming festivals. It is one of the massive events of the Middle East that draws the global eye to its remarkable attractions across the cities. Meanwhile, Cristiano Ronaldo found a great opportunity to endorse his brand-new water brand in this 2023 Riyadh season.

Riyad Season signed a contract with URSU to become the official water sponsor of this event. This historic and unexpected partnership would enable CR7’s lesser-known business endeavor to gain exposure on a bigger stage and reach out to such a global audience. After signing the deal, Cristiano Ronaldo said, “Well for me it’s a big pleasure to be a partner of Riyadh season. I have to thank all of them…Nine months in Saudi, to be a partner of this amazing country and of course with the Riyadh season.”

Amidst celebrating the iconic brand deal, URSU faced a barrage of criticism for its false assertions. Mainly regarding the benefit of its high alkaline content as a means of counteracting the acidity within the human body. A nutritionist stated that these claims made by CR7’s brand are entirely untrue and solely intended to enhance their saleability.

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All about the URSU backlash

Juan Revenga, the Spanish nutritionist, criticized the mineral water brand for making extravagant claims and expressed disbelief in its exceptional qualities. He claimed that the URSU lacks adequate alkaline traits and the water’s antioxidant level was nearly nonexistent. The nutritionist accused Ronaldo’s brand of spreading false information without any proven health benefits.

He further added, “If we use distilled water, the antioxidant power is null and very close to zero like any other water, whether it’s tap water, bottled water, with this pH or any other”. While these have turned out to be quite strong claims by the nutritionist, it remains to be seen if they actually impact the already-established brand value that Cristiano Ronaldo has built.

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How do you feel about the new partnership with URSU and the 2023 Riyadh season? Comment and let us know.