JBS to extend Ronaldo partnership

Danish underwear brand JBS plans to continue its collaboration with Cristiano Ronaldo for years to come, regardless of Portugal’s performance at the ongoing World Cup, according to the company’s brand manager Morten Ginnerskov.

“Ronaldo has become an icon in football, fashion, and fitness over the years. That’s why the outcome of this tournament doesn’t matter much for our partnership,” Ginnerskov told DR.

JBS is currently renegotiating its contract with Ronaldo, as the existing agreement expires in about a year. The partnership, now in its 13th year, has helped propel the Herning-based company into international markets, Ginnerskov said.

“Thirteen years ago, we decided to partner with Ronaldo—and it turned out to be the right move. We’ve reached the world. The combination of Ronaldo as a person and JBS as a designer and manufacturer has worked for us.”