Cristiano Ronaldo has built a reputation as one of the hardest workers in the game, taking his fitness obsessions to another level in order to push his top playing days well into his late 30s.

In a move likely to anger the sponsor, the Juventus and Portugal forward glanced to the side before moving two glass bottles away from his position and saying “drink water” to the media while his microphone was still turned off before disapprovingly saying: “Coca-Cola!” Shortly after Ronaldo’s stunt, Coca-Cola’s market value plummeted by $5.2 billion.

To put that into perspective, at the start of the conference, Coca-Cola’s shares were worth $73.02 each. And by the end of it, they’d fallen to $71.85 each, marking a 1.6 percent dip.

Regard this incident, Caroline Cerny, Alliance Lead at Obesity Health Alliance told that, “Junk food brands pay millions to sponsor high profile sporting events like the Euros, to keep their unhealthy products in the spotlight and to create a ‘halo effect’ by associating them with the sport. It’s great to see a role model like Cristiano Ronaldo reject Coca-Cola for water, setting a positive example for young fans and showing his disdain for a cynical marketing attempt to link him with a sugary drink.”

Portugal coach, Fernando Santos had less to campaign for as he sat comfortably next to Ronaldo in the press conference, electing for his two coke bottles to remain in position.