The departure of Cristiano Ronaldo from the Portugal national team – the *Seleção* – raises questions about the financial impact on Portuguese football. Key partnerships are currently secured until 2030, suggesting continued stability, but a significant portion of revenue derives from television rights and participation in final stages of tournaments. However, the influence of Ronaldo's brand has consistently been a crucial factor in these earnings. While existing contracts provide a base, the loss of his star power could affect future sponsorship deals and overall commercial viability. The *Seleção’s* financial health is intrinsically linked to both sporting success and the global appeal of its players, with Ronaldo having been central to both. It remains to be seen how Portugal will navigate this new phase without one of its most recognizable figures.