‘Like all Brazilians, the mood is supportive and vibrant,’ says Ronaldo, aka the ‘Heir to Pelé’, about hosting the World Cup

“Heir to Pelé” is a title that any footballer would surely cherish, but while there have been many contenders in Brazil, there is probably only one currently playing the game as profitably off as on the pitch.

Ronaldo Luís Nazário de Lima – better known as Ronaldo – is not only following the King of Brazilian football in his goal-scoring exploits but in the way he became part of its marketing establishment.

Nicknamed “O Fenómeno” (The Phenomenon), the ex-striker enters 2014 as a World Cup ambassador and brand-building businessman whose three-year-old company has more at stake than most in a successful tournament. Since playing his last game for Corinthians in 2011, he has focused on sports marketing agency 9ine, in which he has a 45% stake. The company reportedly has close ties to the powerful Globo media group and has signed deals with Duracell and GlaxoSmithKline.

This investment has come at a cost. During the mass protests during the Confederations Cup last year, Ronaldo – along with Pelé – remained among the most vocal cheerleaders of the tournament.

True to his role as ambassador of the World Cup, he expresses confidence about the hosting of the tournament. “I feel as good about it as is possible. Like all Brazilians, the mood is supportive and vibrant.”

But he is clearly not blind to his country’s shortcomings. Asked about the future, his hopes echo many of the demands of the protesters. “Quality of life without social distinctions; education, health and safety for all; political transparency and ethics that do justice to the natural beauty and energy of the people.”

First, though, O Fenômeno’s mission appears to be putting the feelgood factor back into the beautiful game – and perhaps earning a buck or two in the process.

• Portrait of Brazil 2014
• World Cup 2014
• World Cup

theguardian.com