After nine successful years at Real Madrid, Cristiano Ronaldo's somewhat unexpected move to Juventus Turin for an estimated €100 million during the World Cup is delivering quick cash for the Italian club and its official supplier, Adidas. Reportedly, the German brand sold 20,000 replica shirts personalized with the Portuguese striker's name just one day after the announcement of his transfer. However, according to Yahoo Sport Italia and various international newspapers, the bulk of the preorders have been placed on the Italian club's website with 500,000 pieces sold in the same 24 hours, for an actual delivery in September. This amounts to estimated revenues of €55 million, probably with a high level of margins since all orders were placed directly at both partners' stores and websites. In such deals, it is generally estimated that the official supplier reaps between 80 and 90 percent of the revenues while the club's share is limited to 10 to 20 percent. Adidas should therefore benefit greatly from Ronaldo's transfer although this will be partly offset by the fact that the German brand was already the official supplier of his previous club, Real Madrid. Adidas is also forking out an estimated €30 million annually to be Juventus' official kit supplier, under a contract that will expire in 2022. Aged 33, Cristiano Ronaldo is a global football and marketing icon with more than 300 million aggregate followers through different social networks. He signed a life time individual sponsorship deal with Nike at the end of 2016.

Topics