اوروبا

تصرف رونالدو يكبد كوكاكولا خسائر تقارب 4 مليار دولار

دخل كريستيانو رونالدو التاريخ مساء الثلاثاء بهدفين في فوز البرتغال على المجر في بودابست ، مما جعله أفضل هداف في تاريخ بطولة أوروبا برصيد 11 هدفا ، متجاوزا ميشيل بلاتيني برصيد تسعة أهداف.

ولكن قبل مشاركته التي حسمت فوز البرتغال ، كان النجم المولود في ماديرا يتصدر عناوين الصحف بالفعل في يورو 2020 بسبب تصرفاته الغريبة في المؤتمر الصحفي قبل المباراة يوم الاثنين – وهي الإجراءات التي أدت على ما يبدو إلى الهبوط في سعر سهم راعي البطولة كوكاكولا.

عند دخوله المؤتمر الصحفي قبل أن يبدأ في الاجابة علي أسئلة المراسلين ، بدا الكابتن البالغ من العمر 36 عامًا يشعر بالاشمئزاز بشكل واضح لرؤية زجاجتين من منتجات شركة كوكاكولا على الطاولة أمامه ، والتي تم وضعها هناك كجزء من اتفاقية طرح المنتج مع الاتحاد الأوروبي لكرة القدم.

ولكن سرعان ما أدت فرصة عرض المنتج إلى نتائج عكسية بالنسبة لشركة المشروبات الغازية رقم واحد في العالم عندما شرع رونالدو في إزالة الزجاجات من العرض ، فقط ليحل محلها زجاجة ماء قبل أن يذكر (بالبرتغالية): “ماء ، وليس كوكاكولا”.

تراجع سعر سهم كوكا كولا بعد حادثة رونالدو

بعد لفتة رونالدو ، انخفض سعر سهم كوكا كولا في وول ستريت من 56.16 دولارًا إلى 55.22 دولارًا. وشهد هذا الانخفاض البالغ 1.6 في المائة في سعر سهم الشركة خسارة ما يقرب من 3.5 مليار دولار من قيمتها السوقية ، التي انخفضت من 242.14 مليار دولار إلى 238.65 مليار دولار.

يشتهر رونالدو بتأثيره التسويقي على العلامات التجارية التي يروج لها ، لكن تأثير أفعاله على سعر سهم كوكاكولا يُظهر أيضًا ما يمكن أن يحدث للعلامة التجارية عندما يفعل العكس.

رد الاتحاد الأوروبي لكرة القدم وكوكاكولا

بعد الجدل ، خرج الاتحاد الأوروبي لكرة القدم لدعم الراعي الرسمي كوكاكولا ، قائلاً: “بدون العلامة التجارية سيكون من المستحيل الاستثمار في مستقبل كرة القدم على جميع المستويات. كوكا كولا لها تاريخ طويل في دعم جميع الرياضات “.

كما قدمت شركة كوكاكولا ردًا بعد الحادث ، حيث أكد المتحدث باسمها أنه: “يتم توفير الماء للاعبين ، جنبًا إلى جنب مع كوكاكولا و كوكاكولا زيرو ، عند دخولهم في مؤتمراتنا الصحفية.”

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