‘We don’t dramatise the post-Ronaldo future’

Handling a footballer who has become an icon was never going to be easy.

Fernando Santos knows that better than anyone else.

After dropping Ronaldo to the bench at the 2022 World Cup, the then Portugal manager faced a backlash on social media from members of the forward’s family and left his post shortly afterwards.

Asked earlier this year if he feared the same fate if he made a similar decision this summer, Martinez played it down.

Such is Ronaldo’s power in the country that Pedro Proenca, president of the FPF (Portuguese Football Federation), had to address in an interview with SIC whether the forward would have any say in choosing Portugal’s next coach if Martinez were to leave. Proenca denied it.

With Ronaldo still part of the current squad, the FPF’s announcement in February of a partnership with AVA CR7, a physical recovery company owned by the player, inevitably raised eyebrows.

The federation, however, insists there is no conflict of interest.

“In the FPF’s view, this partnership complies with all applicable compliance rules and does not constitute any conflict of interest in relation to Cristiano Ronaldo’s status as captain and player of the national team,” the FPF told BBC Sport in a statement.

“It should be clarified that Cristiano Ronaldo was never involved in the negotiations, nor was he a subject of those negotiations, with the entire process having been conducted exclusively with AVA’s management team.”

Over the past months, with the former Manchester United and Real Madrid forward nearing the end of his career, there has been growing discussion over whether the FPF is ready for life after him.

In May, it approved its 2026-27 budget, projecting record revenue of €161m, after closing the previous financial year in profit for the 13th consecutive year.

“The FPF is preparing for this moment without dramatising it. Cristiano will always be intrinsically linked not to the federation, but to Portugal as a country,” Proenca stated at a recent event.

“The FPF has always prepared for its present and its future. Of course, we know the importance Cristiano has. The two brands overlap – Cristiano Ronaldo and the FPF – I have to be honest and sincere about that.

“What I can guarantee is that the federation’s operating revenues are secure for the continuity of a cycle that will happen naturally and normally, which is Cristiano’s departure.”

More than two decades after that night in Chaves, the forward remains at the centre of Portuguese football. One final World Cup now awaits.

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