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Ideas. Insights. Inspiration.

The Risk of Sponsorships.

Cristiano Ronaldo is arguably one of the greatest footballers of all time and inarguably one of the highest-paid athletes in the world.

But more importantly, he seems to be a genuinely decent person who uses his fame and fortune for good.

In 2011, when he was awarded the European Golden Boot (an award presented each season to the leading goalscorer in league matches from the top division of every European national league), Ronaldo opted to sell it for charity. The trophy raised £1.2m at auction and the funds went towards building a number of schools in war-torn Gaza.

In 2014, when he led his team to its tenth Champions League victory and picked up a £450,000 bonus, he donated it to three charities for which he serves as an ambassador: Unicef, World Vision, and Save the Children.

That same year, when a family (desperate to raise the equivalent of $83,000 to cover their 10-month old son's surgery) asked Ronaldo to donate a pair of cleats and a jersey they could auction off... Ronaldo chose to simply pay for the surgery.

He regularly donates blood and is reportedly so devoted to doing so that he refuses to get any tattoos so he can donate more frequently. (You can't donate blood immediately after getting a tattoo due to the risk of infection; guidelines suggest you should wait four months before doing so, which apparently is too long between donations for the soccer superstar.)

And those aren't the only instances of Ronaldo's charity that exist; a quick Google search will yield many more examples.

In short, Ronaldo isn't just a superstar athlete: he's a role model both on and off the field.

That's why what happened earlier this week at a UEFA EURO 2020 press conference, when Ronaldo noticed two bottles of Coca-Cola on the table in front of him, is so significant.

Notice 12-seconds into the clip how Ronaldo extends his arm to get those Coca-Cola bottles as far away from him as possible, l