Irish budget airline Ryanair poked fun at Portugal captain Cristiano Ronaldo on social media after he was left on the bench, and the post swiftly went viral. The 41-year-old forward did not play a single minute of Portugal's 2-1 UEFA Nations League win over Norway, a genuine rarity in his illustrious career. Ryanair turned a photo of Ronaldo sitting on the bench, and the situation as a whole, into the perfect showcase for its own brand.
The tongue-in-cheek marketing ploy paid off. In the wake of Portugal's crucial victory in Oslo, Ryanair's post drew thousands of shares and reactions from fans. Nor is it a one-off: the airline regularly makes famous athletes and topical events the butt of its jokes. Ronaldo, meanwhile, is preparing for Portugal's next fixture, where he will be pushing to win back his place in the starting line-up.
