Coca-Cola has lost a staggering US $4 billion after Cristiano Ronaldo's viral press conference stunt at Euro 2020.
Speaking to the media ahead of Portugal's opening clash with Hungary on Tuesday, Ronaldo didn't want a bar of two Coke bottles sitting on the desk in front of him.
Coca-Cola is the official sponsor of Euro 2020 and have placed two bottles in front of everyone speaking at press conferences.
But in a viral moment that has sent social media users into a frenzy, Ronaldo picked up the two Coca-Cola bottles and put them out of sight before holding up his water bottle and saying: "Drink water."
Coca-Cola probably wouldn't have been impressed by Ronaldo's actions, and even less so after taking a look at the stock market on Tuesday.
The company saw a staggering $4 billion wiped off its market value in the hours after Ronaldo's press conference.
According to The Athletic, Coca-Cola’s shares were worth $56.1 each before the press conference, but dropped to $55.2 afterwards.
That 1.6 per cent drop in value is worth the eye-watering total of $4 billion.
A UEFA spokesperson said: "Players are offered water, alongside Coca-Cola and Coca-Cola Zero Sugar, on arrival at our press conferences".
"Everyone is entitled to their drink preferences."
Ronaldo makes history as Portugal beat Hungary
On Tuesday, Ronaldo became the all-time top scorer at the European Championships after two goals in the final minutes helped title holders Portugal beat Hungary 3-0 in their Group F opener.
Ronaldo now has 11 goals, taking sole possession of the record he previously shared with France's Michel Platini on nine.
Portugal finally broke the deadlock in a game they dominated thanks to Raphael Guerreiro six minutes from time just after Hungary had a goal ruled out for offside.
A Ronaldo penalty and a second effort added to the final score, which was harsh on Hungary who worked hard in front of a packed Puskas Area in Budapest - the only stadium to be filled to capacity at the Euros due to the coronavirus pandemic.
Portugal had no trouble controlling the first half but struggled to convert their chances created into goals.
Diego Jota had a good early opportunity but his powerful header was saved by Hungary keeper Peter Gulacsi, who also managed to block an attempt by Ronaldo in the 19th minute when the Portuguese superstar was already offside.
Ronaldo then wrote his name in the record books with a goal from the spot late in the match after Willi Orban fouled Rafa Silva in the box.
The Portuguese superstar then scored his 106th for Portugal and closed the gap to Iranian Ali Daei's record (109) of the all-time men's international top goalscorer.
"It was important to win, it was a difficult game," Ronaldo said.
"I'm grateful to the team for helping me to score two goals and be the Man of the Match. Now we must go on."
Hungary's Szalai said the defeat "is frustrating" and that Portugal "didn't work enough to score," while keeper Gulacsi believed they needed a little luck to score a goal.