Cristiano expands his clothing brand CR7

Portuguese star Cristiano Ronaldo keeps being one of the most marketable athletes in the world and he has signed a new three-year partnership with Elite Team, the exclusive distributor of Denali luxury sports blankets, to create a licensed blanket line. However, this deal is more of a business move rather than purely a promotional collaboration.

The agreement includes exclusive worldwide rights to produce, distribute and market the signature luxury blankets. The bespoke blanket line was designed for the Euro 2016’s brand CR7, and according to a Denali press release will “combine the highest-quality materials with exceptional performance on and off the field”.

“I am very excited to partner with Elite Team and launch my signature line of CR7 luxury blankets,” said Cristiano Ronaldo. “I am incredibly impressed with the level of quality and craftsmanship; it truly is the most comfortable blanket I have ever felt and complements my already established CR7 brands perfectly.”

Elite Team’s president and chief executive Dan Sinykin added: “On behalf of Elite Team, we are thrilled to be working alongside a person as extraordinary as Cristiano Ronaldo, a world famous athlete with inspiring leadership qualities. Cris’ unique ability to transcend his success on the pitch to building his personal brand outside of soccer is redefining class and luxury. We look forward to a successful partnership.”