Cristiano Ronaldo partners with Avila Mineral Waters to launch URSU brand in Spain

Avila Mineral Waters Captures all eyes since yesterday. Located between the El Oso lagoon and the municipality of the same name, this water bottling plant has become in the blink of an eye one of the media epicenters of the week. Cristiano Ronaldo, one of the most popular athletes in history, has chosen this small company from the province of Avila to build his new business on Spanish soil under the name URSU. This was announced with “proud” this Thursday in one of his hotels on the Gran Vía in Madrid together with the popularizer and nutritionist Aitor Sánchez and the administrator of Aguas Minerales de Ávila, Francisco Ferreira, as well as his wife Georgina Rodríguez.

At the presentation ceremony, it was specified an investment of 10 million of euros for the growth of the company. Aguas Minerales de Ávila has a staff of 25 workers, a number that they expect to increase to 50 or 60 employees. According to his calculations, the expected production of URSU bottles in the first year will be 50 million, a figure that they expect to double the following year. The objective, in the words of the company administrator, is “to improve the quality of life of the population in general.”

Aguas Minerales de Ávila is located at kilometer 17 of the CL-507 Highway, near the town of Sanchidrián. The liquid from this bottling factory comes from the Laguna de El Oso, located less than 3 kilometers by road. “Drink health and a lifestyle”, as defined on the official website of the URSU footballer and businessman, “much more than water”. This water is naturally alkaline and antioxidant. “Its origin protects it from external aggressions, guaranteeing stable and permanent characteristics, without suffering human and chemical contamination,” the website explains.

Among the benefits of the drink, the place from which it comes stands out, full of “alkaline minerals” from the soil and porous rocks. It also has a high alkaline content, ph9, which “compensates for the acidification of the body, recovering the vitality of the organs and the sensation of well-being”. According to the administrator of Aguas Minerales de Ávila, URSU water can be purchased at El Corte Inglés, Carrefour and Día stores. A brand whose packaging and bottle design has already been seen.

A water bottling company in Ávila and an elite soccer player may be an unlikely combination at first glance, but not if that soccer player is Cristiano Ronaldo. If you talk about elite athletes, with a long career at the highest level and advocates of healthy living; it is impossible not to think about the Portuguese star. There are many athletes, whether footballers or any other discipline, who have been involved in unprofessional situations or attitudes that are not usually attributed to people who compete at the highest level. Parties, alcohol, cigarettes… These are scenarios that do not benefit the career of an athlete, but that have been protagonists in the lives of many of them. But if an exception had to be named, that would be the current Al-Nassr footballer in the professional league of Saudi Arabia. This is how Cristiano announced his new brand on Twitter:

Yesterday , we are making one of my lifelong dreams a reality: investing and offering you something that drinks from the very essence of life and health and has played a vital role in shaping who I am today. Here is URSU alkaline and antioxidant water 💧 pic.twitter.com/HSymJVlALP

— Cristiano Ronaldo (@Cristiano) June 8, 2023

“Yesterday we made one of my lifelong dreams come true: to invest in and offer something that drinks from the very essence of life and health and has played a vital role in shaping who I am today. Here is alkaline water and antioxidant URSU”, with this text he announced his new watermark. Text that is accompanied by two images that show the new design of the water bottles.

As anecdotal as it may be, the Portuguese man’s relationship with water had a highly mediatic and controversial episode almost two years ago. During the celebration of the last European Championship, at a press conference, Cristiano Ronaldo already showed his predilection for this liquid. When sitting in front of the journalists, the footballer decided to put away two bottles of Coca-Cola from his side while holding up a bottle of water while saying “Water. Coca-Cola no”. A gesture that left the statements of the press conference in ‘borage water’, and that could leave URSU’s first publicity campaign within reach.

This, along with other actions, make Cristiano the ideal person for Aguas Minerales de Ávila. “Water, health and SpainThat’s why we only think of Cristiano as a partner. We thank him for his dedication, he is an expert in water. If you think of someone who can embody health care and performance, only Cristiano came to mind,” Francisco Ferreira explained.

URSU is not one of a the more than successful business career of Cristiano Ronaldo in Spain. The Portuguese star has the Pestana CR7 hotel chain, made up of five establishments, one on Gran Vía in Madrid. In the capital, this time on Paseo de la Castellana, Ronaldo is a member of the Toto restaurantwhich is attached Tatel, another haute cuisine chain that as of this summer will have six establishments. As if that were not enough, the footballer also owns Insparyaa hair group specialized in transplants.

There can be no doubt about the success of Cristiano Ronaldo as a footballer, but we must not forget his business facet full of examples throughout Spain. A list joined by a water bottling company to bring the new Portuguese drink brand to the market: URSU.