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Cristiano Ronaldo's first major automotive endorsement was for the Suzuki Swift in 2004–2005, building on his youthful image and the Swift's sporty identity. At that time Ronaldo did not have global stardom. No one knew that he would achieve so much stardom in the future. Recognizing him, Maruti placed a bet on him.
New Delhi. You might not believe it, but long before Cristiano Ronaldo had Bugattis and hypercars in his garage, his first major automotive endorsement was for the humble Suzuki Swift in 2004-2005. This deal was an important first step towards his transformation from young talent to global commercial icon. In 2004, Ronaldo was a fast-rising winger for Manchester United, known for his pace, step-overs and style, rather than trophies and records. At the same time, Suzuki was preparing to launch the new generation Swift, which was introduced for the global markets as a youth and sporty hatchback.
Suzuki bet on Ronaldo
Suzuki chose then-young forward Ronaldo for Swift's energetic and dynamic image, and bet on his potential, all before Ronaldo rose to global stardom. The campaign officially launched in early 2005, coinciding with Swift's big debut in Europe.
Automotive Endorsement Story
The story of this advertisement was based on the qualities of the player and the car: speed, agility and style. Advertisements and visuals showcased Ronaldo's fast moves and acceleration along with the Swift's agile handling and modern design. This messaging shifted the Swift away from being just a budget car and giving it a more ambitious, youthful image that was targeted at urban buyers. This was an initial platform for Ronaldo to connect his football-field persona to a mainstream consumer brand.
Swift's campaign with Ronaldo
The Swift campaign with Ronaldo aired in Europe, Australia and New Zealand, as Suzuki launched the hatchback in several right-hand and left-hand drive markets. This exposure gave the young Manchester United star recognition among advertising audiences even outside of football broadcasts. Promotion of the car also included test-drive offers, such as footballs signed by Ronaldo, further associating the model with his image. This association positioned the Swift as a car for ambitious, sports-loving youth rather than traditional family buyers.
Not Ronaldo's first car
Although Swift was reportedly not Ronaldo's first personal car, this endorsement was his breakthrough moment in the automotive space. This was several years before his now famous collection of Ferrari, Bugatti and other ultra-luxury cars.