When Real Madrid recently announced Christiano Ronaldo’s transfer from Manchester United for £80 million, they were not only bargaining for the footballing skills of the world and European player of the year, but also the whole Ronaldo ‘brand’. Ronaldo is recognized internationally as a household name successfully marketing brands like Nike and Fuji Xerox, but also indirectly marketing the lasted fashions, accessories (many of his own CR7 products) and grooming products along with tanning and waxing his body.
Like David Beckham, the Ronaldo ‘brand’ and avant-garde image allow heterosexual men to engage with ‘metrosexual’ fashion and grooming products. Yet metrosexuality and men’s personal adornment can often be problematic because it openly invites a homoerotic gaze whilst also entering the feminised realm of consumption. In order to avoid anxieties over sexuality, and still allow men to consume these ‘metrosexual’ products without threatening their ‘straight’ masculinity, the Ronaldo ‘brand’ continues to align itself with stereotypical masculine attributes such money, fame and sexual prowess. This provides us then, with an interesting glimpse of the changing face of contemporary men and masculinities and the continued allegiance to more conventional masculine scripts.