Soccer star Ronaldo pushed two bottles of Coke aside at a Euro 2020 press conference and urged people to drink water.
Coca-Cola’s market value dropped by $4 billion in response, which highlighted the risks for brands in a social media age.

With Instagram so important in terms of branding, era of ‘pay per post’ is well and truly here.
“For years companies have been taking advantage of our GAA players so now there’s an opportunity to be fair about it and to get their value and be open about it,” explains Trevor Twamley, co-founder of sport management agency, Sport Endorse.