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Cristiano Ronaldo's act of removing two bottles of Coca-Cola from view in a Euro 2020 press conference has led the drinks company's share price to plummet.
Ronaldo, 36, is famous for his stringent diet and uber-toned physique, and left reporters in no doubt over his opinion on fizzy drinks earlier this week.
As he arrived for a Portugal press conference, he made a point of removing the two bottles of Coca-Cola from the camera frame with a slight smile on his face.
He then held up the bottle of water that was next to him and declared in his native tongue: "Agua!"
Ronaldo cast the two bottles of Coca-Cola aside before the press conference
Following Ronaldo's gesture, Coca-Cola's market value suffered an enormous blow, dropping from $242billion (£171.5billion) to $238billion (£168.7billion).
This works out at a $4billion (£2.85billion) decline, while the American company's share price dipped 1.6 per cent from $56.10 (£39.76) to $55.22 (£39.14).
Responding to Ronaldo's actions, a UEFA spokesperson released a statement saying "everyone is entitled to their drink preferences", as well as their own "tastes and needs".
They added: "Players are offered water, alongside Coca-Cola and Coca-Cola Zero Sugar, on arrival at our press conferences."
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Ronaldo previously opened up on his bugbears with fizzy drinks while discussing his son, Cristiano Ronaldo Jr.
"We’ll have to wait and see if my son becomes a great player," said the Juventus striker last year.
"At times he eats crisps and drinks fizzy drinks and he knows that makes me angry, but I guess that’s normal behaviour for a ten-year-old boy.
"He has the potential to be good as he is fast and can beat players. That said, he needs to work hard and show dedication.
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"I won’t apply any pressure on him but if you ask me if I’d like to see him succeed in football, then I’d say ‘yes’.
"However, I want the best for him always and that’s irrespective if he becomes a footballer or a doctor."
Meanwhile, Ronaldo stole the show once again as Portugal kicked off their Euro 2020 campaign with a 3-0 victory over Hungary on Tuesday night.
The five-time Ballon d'Or winner struck twice in the dying minutes after Raphael Guerreiro broke the deadlock.
It was yet another vintage display by the former Manchester United and Real Madrid icon, who broke numerous records during the match.
Off the pitch, Ronaldo has also been grabbing headlines due to the uncertainty surrounding his future at Juventus.
He has 12 months remaining on his contract with the Turin club, meaning he will leave for free next summer unless he agrees to new terms.
Ronaldo has been linked with a sensational return to Old Trafford, while Paris Saint-Germain are also believed to be monitoring the situation.