Cristiano Ronaldo’s decision to end his international career has triggered fresh debate over the financial and commercial impact of losing one of football’s most recognisable stars.

Reports making rounds online suggest Portugal has suffered an almost 90 per cent fall in ticket prices following Ronaldo’s retirement, with one widely shared comparison showing tickets allegedly falling from €120 (about Kh17,492) to €17 (approximately Ksh2,478).

However, the figures do not provide reliable evidence that the Portuguese Football Federation (FPF) has suffered a 90 per cent decline in ticket revenue.

Ronaldo represented Portugal for more than 20 years and finished his international career as the country’s record goalscorer, scoring 146 times in 234 appearances.

His influence was also much greater than his statistics. Ronaldo became one of the principal faces of Portuguese football and played a significant role in attracting global attention to the national team.

During his international career, Portugal won Euro 2016 and the UEFA Nations League in 2019 and 2025. His involvement also helped make Portugal matches major attractions, particularly in countries outside Europe.

The forward’s worldwide popularity extended beyond football, with his hometown of Madeira gaining additional international visibility through his success. Ronaldo also became a significant commercial personality through sponsorship agreements, business interests and his connection to Portuguese tourism.

Questions over Portugal’s finances after Ronaldo

With Ronaldo no longer representing the national side, questions have naturally emerged over whether Portugal can generate the same level of commercial interest.

His presence could attract supporters who might otherwise have little reason to attend a Portugal friendly or exhibition match. That appeal could also have helped the FPF when promoting matches in overseas markets.

Portugal’s football authorities may therefore face a different commercial landscape when marketing future fixtures and negotiating international events.

Nevertheless, there is currently no convincing evidence that the federation’s official ticket income has suddenly collapsed.

The truth behind the 90% ticket-price claim

The viral claim centres on tickets allegedly being reduced from €120 (Ksh17,492) to €17 (Ksh2,478), with the difference being portrayed as proof that Portugal is struggling financially without Ronaldo.

But the comparison does not establish that the FPF initially sold those same tickets for €120 before reducing them to €17.

Portuguese publication Record has reported that official tickets for recent Portugal home matches have generally been priced much lower, with prices reportedly falling within the €15 to €40 range.

That means the viral comparison appears to confuse different ticket markets and does not demonstrate a 90 per cent reduction in official FPF ticket revenue.

The distinction between primary ticket sales and the resale market is particularly important. A supporter selling a ticket privately for less than its original purchase price does not necessarily mean the football federation has lost revenue.

World Cup resale prices add to the confusion

There is, however, a genuine example of ticket prices falling sharply after Portugal’s elimination from the 2026 FIFA World Cup.

Following Portugal’s round-of-16 exit, resale prices for some subsequent knockout matches reportedly dropped from around $2,950 (Ksh383,470) to $1,200 (Ksh155,988).

Ronaldo’s absence was one of the factors linked to the reduced appeal of those matches.

However, those were tickets for World Cup knockout fixtures rather than Portugal’s own home internationals. The revenue from those tickets also involved a different tournament and ticketing structure.

As a result, using that decline as evidence that the FPF has lost 90 per cent of its ticket income would be misleading.

Ronaldo’s retirement could undoubtedly affect Portugal’s global appeal and commercial value, given his extraordinary international profile. But the widely shared claim of a 90 per cent collapse in Portugal’s ticket revenue is not supported by reliable evidence.

The bigger question for the FPF will be whether Portugal can maintain its ability to attract large crowds and commercial interest without the player who has been the country’s biggest football attraction for more than two decades.