Cristiano Ronaldo removed a Coca-Cola bottle out of sight of the cameras during a media briefing. AFP/Pool
PARIS - It appears beverage manufacturers are in trouble as athletes are reclaiming their voices.
They're snubbing drinks they consider to be unhealthy.
It all started when Cristiano Ronaldo removed a Coca-Cola bottle out of sight of the cameras during a media briefing.
He then went on to say in Portuguese: "Agua!", appearing to encourage people to opt for the natural choice instead.
Ronaldo went on to score twice in the 3-0 win against Hungary to become the all-time top scorer in European Championship history.
The very next day France midfielder Paul Pogba, who is Muslim and does not drink alcohol, made a similar gesture by removing a bottle of Heineken beer during his press conference.
The fact that it was a non-alcoholic version did nothing to lessen the message.
Analysts say this shows that sports stars are rejecting sponsors' products that fail to correspond to their personal values.