Salford University News

there is only one solution: leave now, without an agreement, and conduct trade on a tariff basis

Ronaldo’s signing could be a bonanza for Juventus. Equally though, it could be a curse: the club now has to meet the costs of signing a player who is of questionable commercial value

As Cristiano Ronaldo completes a £99m move from Real Madrid to Juventus, Simon Chadwick, Professor of Sports Enterprise at the University of Salford Business School says the move may be a sign of Juventus falling behind other European elite clubs.

Professor Chadwick said: “The ‘Ronaldo Effect’ may help to boost ticket, merchandise and commercial rights sales, as well as providing a point of engagement for new. However, there is something rather disconcerting about the deal, not least the price that Juventus has paid for Ronaldo. Notwithstanding the inflated nature of player transfer values, a fee of US$117 million seems excessive for a 33 year old.

“A specific concern is that CR9 is at the end of his brand lifecycle as a player, which means that his revenue generating potential across the remaining years of his contract is much less than, say, Paul Pogba’s. Whereas United could get another ten years of revenue generation from their asset, Juventus will be fortunate to get three from Ronaldo.

“As such, if Juve is going to make its money back from the signing, they really need to sweat their new acquired asset. However, this could prove counter-productive if it adversely affects Ronaldo’s game. He is aging and despite what the player might think, both Ronaldo and Juve may have to confront the reality during the coming years that ‘things ain’t what they used to be’. Ultimately, unless they can change, all brands die – Ronaldo faces this prospect.

“This suggests a serious issue for Juventus; here is a club that appears to be too big and too good for Italian football, yet too small and not good enough to compete with its major European rivals. Accordingly the signing of Ronaldo, rather than heralding a new era for the club, instead somewhat implies that Juve is stuck in the middle and struggling for position, identity and relevance.

“Ronaldo’s signing could be a bonanza for Juventus. Equally though, it could be a curse: the club now has to meet the costs of signing a player who is of questionable commercial value – someone who may come to symbolize just how far behind its rivals the club may now be falling.”