Cristiano Ronaldo scored 24 goals for Manchester United last season, but his greatest contribution may have been to shore up the club’s commercial appeal during their worst campaign in Premier League history.
United have seen engagement with their social media content, such as shares, likes and comments, almost double to more than two billion interactions in just 12 months, even though they suffered on the pitch.
The arrival of CR7, who has 465 million followers on Instagram, in August 2021 signalled a dramatic escalation in social media activity and experts have credited him for the remarkable upturn in the club’s online fortunes.
Of the 25 most popular posts put out by Premier League clubs last season, 10 related to Ronaldo and the top three were all about the superstar striker.
As a result, the Red Devils have become the most popular club on social media worldwide, soaring above Barcelona and Real Madrid for the first time, in terms of engagement.
Cristiano Ronaldo returned to Old Trafford in August and has given the club a huge boost
The figures are significant because commercial sponsors look at social media interactions when considering where – and how much – to invest. An active engaged audience is considered more valuable than the total number of followers.
Such is the size of the ‘Ronaldo effect’, that financial analysts believe it will be a significant factor behind United’s efforts to try to hang on to their wantaway star this summer.
Ronaldo has asked to leave United and is not on the pre-season tour to Bangkok, where his team mates are due to face Liverpool on Tuesday, after being granted compassionate leave for personal reasons.
‘His commercial value will influence the club’s decision to let him go,’ said Dr Rob Wilson, an expert in sports business at Sheffield Hallam University. ‘United were not bothered about Paul Pogba leaving [to return to Juventus], but there will be bigger conversations behind the scenes about Ronaldo. This is more than just a game.
‘It is signings like him that have kept them at the top table with regard to commercial development rather than slipping behind, which is what they should have done given their playing performance.’
‘That is why Manchester United will not want to sell him. His market value as a player is less than his value as a commercial entity,’ he added.
Dr Wilson said United’s latest commercial deal, securing, the global technology firm DXC as the shirt sleeve sponsor, in a multi-year deal…