Cristiano Ronaldo Dubbed as the World’s Most Marketable Footballer

August 8, 2014

Unlocking Word Meanings

Read the following words/expressions found in today’s article. 

1. marketable /ˈmɑr kɪ tə bəl/ (adj.) – having qualities that make something easy to be sold or offered
Example: The product’s cheap price makes it marketable even for common people.

2. caliber /ˈkæl ə bər/ (n.) – a high level of one’s skills and abilities
Example: The national team only accepts players of high caliber.

3. charisma /kəˈrɪz mə/ (n.) – a quality that attracts people
Example: Many popular celebrities have charisma.

4. climb /klaɪm/ (n.) – a movement to a higher place or position
Example: His climb from being a normal player to a superstar is his major milestone as an athlete.

5. endorse /ɛnˈdɔrs/ (v.) – to publicly recommend the use of something
Example: The famous athlete endorsed the new product of the company.


Read the text below.
According to research, Cristiano Ronaldo is the most marketable football player in the world.

Ronaldo has long been known as one of the top players in professional football. He is a star player for Real [ree-YAHL] Madrid football club and plays as captain for Portugal’s national team. Popularity may be automatic for players of high caliber like Ronaldo. But aside from his skills, the Portuguese forward’s charisma may have made him stand out above his fellow footballers.

According to sports marketing research firm Repucom [re-poo-kom], Ronaldo ranked first in a survey gathered from more than 6,500 people in 13 countries. The researchers measured the participants’ views on eight qualities, including public appeal and influence in the society.

Almost 84 percent of the respondents know about Ronaldo. In fact, 82 million people follow him on Facebook. FC Barcelona star and Argentina’s team captain Lionel Messi [LAHY-uh-nl MES-ee] came in second place, with a score of 75.87 percent in the Global Awareness category. The third placer was Gerard Pique [pee-KEH], Messi’s teammate in FC Barcelona. Pique’s climb in the ranking may be linked with the fact that his girlfriend is the renowned performer Shakira.

In a press release, Repucom founder and chief executive Paul Smith said athletes are very effective brand endorsers because they can establish a connection between the brands and possible consumers who are sports fans.

He added that Ronaldo is the type of player that every brand dreams of because he plays an important role, not only for his team, but also for the products he endorses.

Viewpoint Discussion

Enjoy a discussion with your tutor.  

Discussion A

·         Do you agree that athletes can be good endorsers of products? Why or why not?
·         Would you buy a product endorsed by your idol? Why or why not?

Discussion B

·         How important is an endorser to the sales of a product?
·         Aside from endorsements, how else can the sales of products be improved?

August 8, 2014