Cristiano Ronaldo has invested $7.5 million in a health technology platform owned by long-time sponsor Herbalife, triggering a sharp rise in the company’s share price and marking a shift from brand ambassador to equity partner. The Portuguese footballer acquired a 10% stake in HBL Pro2col Software LLC, a Herbalife subsidiary focused on software-driven health and nutrition services.
The platform collects users’ health and lifestyle data and applies analytics to generate personalised nutrition and wellness plans. The investment was disclosed during Herbalife’s fourth-quarter earnings call, where the company reported a 1% increase in full-year sales for 2025 compared with 2024, alongside a 6.3% rise in fourth-quarter revenue. Shares climbed more than 15% in early trading following the announcement, reflecting renewed investor interest after years of share price decline.
Ronaldo, ranked first on the 2025 list of the world’s highest-paid footballers with earnings of $280 million, has built a commercial portfolio that extends beyond sport. Athlete-backed investments in technology and wellness platforms have accelerated in recent years as sports figures seek long-term equity stakes rather than traditional endorsement deals. Of Ronaldo’s total earnings, roughly $50 million is derived from off-field ventures, including hospitality, fitness and branded consumer products.
Marketing analysts estimate that Ronaldo’s combined social media following approaches 1.04 billion across platforms, making him one of the most visible public figures globally. This reach provides companies with direct access to global consumer markets at a scale rarely matched by conventional advertising. His YouTube channel alone has tens of millions of subscribers, reinforcing his influence across digital channels.
Herbalife’s partnership with Ronaldo began in 2013, when he became a global brand ambassador and official nutrition partner. The company subsequently launched Herbalife24 CR7 Drive, a co-branded sports drink positioned towards athletes and fitness consumers. Over the past decade, Ronaldo has featured prominently in its marketing campaigns.
The investment comes at a pivotal time for Herbalife. The company’s shares have fallen by roughly two-thirds over the past five years, reflecting slowing sales momentum and regulatory scrutiny. In 2016, the US Federal Trade Commission ordered Herbalife to pay $200 million and restructure elements of its business model to resolve allegations of misleading consumers, a development that reshaped oversight of multi-level marketing firms. The company has since focused on rebuilding credibility while attempting to stabilise revenue growth in competitive global nutrition markets.
Ronaldo currently plays for Al Nassr in Saudi Arabia and is expected to represent Portugal at the 2026 North America World Cup. At 41, he will be among the oldest players in the tournament and is approaching 1,000 career goals. While he has secured two Nations League titles and a European Championship, a FIFA World Cup title has eluded him.