Not only has Cristiano Ronaldo topped up his credentials as a Real Madrid superstar by penning a mega five-year contract this week, but his new sponsorship deal with Nike cements his place among global sport's elite. Not since basketball star Michael Jordan's signing by the American sportswear brand in 1984 has Nike made such a serious play for one person's signature. Back then, they battled with Reebok for the Chicago Bulls maestro, adding two cars, a multi-million salary, and even a personally-branded line of footwear in Jordan's name to his contract as part of the biggest sporting sponsorship deal in history.
Some 30 years on, Ronaldo surely surpasses that in terms of monetary value but his role in the company's advertising in the 13 years he's been signed to them has been immense. "I have an excellent relationship with this brand, I have great friends here and we work as a family. This is my brand," were the words of the Portuguese attacker. "He transcends the world of football, as the most famous athlete in the world and the most popular on social networks," say Nike, who consider the Real Madrid man to be the biggest sports star of the 21st century in the same way Jordan dominated the 20th century.Estadio Santiago Bernabeu with Florentino Perez, Cristiano Ronaldo was euphoric at having signed his contract renewal but was insistent that it wouldn't be his last. Once pen had been put to paper, the player posed with the Real Madrid president and his mother Dolores, whilst holding a shirt which displayed Ronaldo 2021 on the back.
A ceremony was held at the ground which began with a video of Ronaldo's most important goals since arriving at Real in 2009. Sat beside his mother drinking water, Ronaldo laughed and commented when viewing certain career moments and then took to the stage himself. "I thank the people at Real Madrid, the city of Madrid, my colleagues and everyone who helped me get to this point," he said. "It is a special day for me, very important, as it continues my link with Madrid. "As I've always said, it is the club of my heart and this is a unique moment in my life, to renew for five years. "But it won't be the last contract, that's clear, because in the next five years I will continue doing the same."
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