The launch of Manchester United’s new 2022-23 team has featured Cristiano Ronaldo in promotional material, but a special ad that should feature him prominently is being held back until the club have clarity on his future.
Footage was taken of Ronaldo alongside Eric Cantona and David Beckham teaming up with three of United’s iconic number 7s, and the final version was scheduled to be released at the same time as the latest Adidas shirts go on sale.
The uncertainty surrounding Ronaldo – sparked by him telling United he wanted to leave if a suitable offer arrived and continued by his absence from Carrington for pre-season and departure for their summer tour today – prompted a rethink. The ad remains in the creative process and may be changed depending on Ronaldo’s status in Erik ten Hag’s squad.
Ronaldo is still expected to feature prominently if he stays. If he leaves, there are ways to rework the ad so it has an impact on the fans. Bryan Robson, who contributed to the events surrounding the 2015-16 kit launch, is another legendary No7 involved in the process.
On Friday morning, United released a 30-second video on social media of a host of former and current players, including Ronaldo, alongside the team launch.
Given that the developments surrounding Ronaldo are so fresh, it has been agreed between United and Adidas to stop making him central to the team’s performance.
This approach seems reasonable. It would be out of place for Ronaldo to gain prominence on a momentous occasion for the club so soon after announcing his desire to leave. But erasing him from all marketing could be taken as an admission that he will be playing elsewhere this season.
On Thursday, the fourth day of training Ronaldo missed for family reasons, United reiterated their stance that he is not for sale, dismissing suspicions that club chiefs are willing to do business for suitable offers.
Undoubtedly, his global profile helps at a commercial level and nobody should expect United to give up this promotion because of any turbulence caused by the player. Releasing pictures of Ronaldo in the new team, with Cantona and other current players seems a reasonable compromise in a difficult situation.
United couldn’t make him lead the way, even if flanked by two members of United royalty in Cantona and Beckham – two players who happened to leave Old Trafford with some element of drama. Cantona abruptly ended his career aged 30 after winning the title in 1997, sending shockwaves across the country. Beckham also walked away as a champion in 2003 after a season in which Sir Alex Ferguson kicked a boot that hit him in the face.
Although Ronaldo, as the club’s most famous current player, had a significant role in the build-up to the team’s promotion, Cantona was at the start of the campaign for the collared shirt. He was recruited at the very beginning.
Images of Cantona with the collar up as he did during his playing days are seen as a stylish nod to nostalgia. The rest of the kit design is also something of a throwback.
Eric Cantona was famous for wearing a turned-down collar (Photo: Mark Leech/Getty Images)
Although the exact way of marketing is variable, the launch date has always been fixed as the end of this week before the team flies to Bangkok for the first leg of their pre-season tour. The release of the kit was not delayed at all by Ronaldo who asked to leave.
On the day Ronaldo posed for pictures with the new team, which happened around five weeks ago, he gave the clear impression that he will be at the club to wear it on the pitch. Whether he followed his advice or changed his mind during that period, only he knows.
There is no such certainty now and it was confirmed on Thursday night that he will not be boarding the plane to Thailand on Friday. He could still join up for the Australian leg, with United set to face off on July 13, but even that is currently in doubt.
United will train today at 10.30am before flying out on tour at 4.30pm.
Ronaldo’s presence on the tour is highly regarded by the organizers and there are usually financial penalties for absent first-team players. But The Athletic can confirm there is no release clause attached to any United player, so the club are exempt from fines if Ronaldo stays out.
Ten Hag’s focus while abroad will be on those players he can coach. The Australian climate in Melbourne and Perth is temperate, so suitable for the training blocks the United manager wants to use to start instilling his style of play.
Fans at the Rajamangala Stadium in Bangkok will get their first look at this approach – as well as the new kit. The question of whether Ronaldo can wear it again after his day in front of the cameras will follow United around their travels.
(Top photo: Angel Martinez/Getty Images)
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