As a man who earns more posting on Instagram than he does playing for Juventus, Cristiano Ronaldo has a subtle conception of power and its uses.

The vast reach of his CR7 brand rests not just on his talent, but on a portfolio of endorsements that has spanned everything from Egyptian steel to Japanese electronic muscle manipulators. Every pout, every pose, every post-goal pirouette that lands with his name and shirt number squarely aligned with the nearest camera: all carry some subliminal level of commercial calculation.

The Telegraph London