Cristiano Ronaldo’s removed two Coca-Cola bottles from a table during a press conference at the Euros.

Typically, not something worth noting.

But, it became interesting when it coincided with a $4bn fall in Coca Cola’s share price.

The Portuguese captain, who has almost 300 million Instagram followers, instead held up a bottle of water before declaring in Portuguese: “Agua!”.

Later, as he sat down to speak following his side's 1-0 victory over Germany, French player, Paul Pogba removed a bottle of Heineken 00 that was in front of him.

It made us wonder about the value of these sorts of sponsorships, and the power of the celebrity.

So, we asked Jill Downey, Managing Director, Core Sponsorship to help us understand.

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