Cristiano Ronaldo's infamous Coca-Cola stunt made headlines this week, but the footballer has since copped backlash after footage resurfaced of him advertising unhealthy products in the past.
Ahead of Portugal's Euro 2020 opener against Hungary, Ronaldo decided a pair of glass Coca-Cola bottles didn't belong on the table in front of him during a press conference.
After removing the drinks from the table and placing them out of sight, the 36-year-old produced a bottle of water, holding it up and saying: "Drink water."
The Athletic reported Coca-Cola's shares dipped 1.6 per cent in value following Ronaldo's cheeky stunt, a market value drop of approximately $5.6 billion (NZD). Though some financial pundits pointed out Coke shares had fallen $2.9 billion before Ronaldo's press conference.
Coca-Cola issued a statement in response to Ronaldo's actions, saying "everyone is entitled to their drink preferences" and everyone has different "tastes and needs".
However, the Portuguese superstar has been accused of hypocrisy after footage and photos emerged of his involvement in old Coca-Cola commercials.
Ahead of the 2006 FIFA World Cup, Ronaldo featured in an advertising campaign endorsing the drink company.
The Juventus forward also filmed a Middle Eastern advertisement for KFC in 2013, during which he enjoys a bucket of fried chicken.
Speaking on ABC News Breakfast, host Lisa Millar said: "You call him an avowed health follower, he has done ads previously for both Coke and Kentucky Fried Chicken."
Former teammate Ryan Giggs revealed Ronaldo once arrived at Manchester United training with Coke bottle in hand, and subsequently copped a spray from the midfielder.
England great Wayne Rooney has also declared Ronaldo gorged on Big Macs to gain weight ahead of Manchester United matches.
Last year, the five-time Ballon d'Or winner revealed his son sometimes "drinks coke and eats crisps", much to his irritation.
Paul Pogba imitated Ronaldo's stunt following France's 1-0 victory over Germany, removing a bottle of Heineken from the table during his post-match press conference.
Portugal will next face Germany on Sunday morning at 4am.