葡萄牙對戰匈牙利的賽前新聞發布會上 ，C羅移開了擺在鏡頭前的宁人可口可樂 ，並示意人們應該喝礦泉水 。可口可乐可口可樂公司的有自股票價格大跌 ，有消息稱 ，偏好歐足聯或許會對C羅進行處罰 。息事而可口可樂公司則表示，宁人每個人都有選擇自己飲料的可口可乐偏好 。
C羅是有自一位非常自律的球員 ，除了刻苦的偏好訓練外，C羅還非常注意健康飲食。息事對於碳酸飲料 ，宁人C羅根本不碰 。可口可乐在對戰匈牙利的有自賽前發布會上 ，C羅桌前擺著兩瓶可樂和一瓶水。偏好C羅將可樂移出了鏡頭視野之外 ，並舉起礦泉水 ，提醒大家喝水更健康 。
這一舉動對可口可樂的市場價值產生了重大影響 。14日歐洲股市開盤時 ，可口可樂的股價為每股56.1美元 。但到新聞發布會結束時 ，股價已跌至每股55.2美元 。這意味著股價下跌1.6% ，可口可樂市值損失40億美元 。
對於此事 ，可口可樂公司也進行了回應：“我們認為每個人都有選擇自己飲料的偏好 ，而且每個人都有不同的口味與需求 。”另外一位該公司的發言人同時表示：“在發布會上 ，球員們被提供了水 ，同時也有可口可樂和無糖可樂 。”
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