With 494million followers, which is more than the population of the United States and Russia combined, Manchester United's Cristiano Ronaldo is the most followed person in the world on Instagram, which makes him a marketing phenomenon.
It's therefore not a coincidence that Joel Glazer was desperate to keep him at Old Trafford in the summer. The Glazer family brought Tom Brady, the biggest, most lucrative name in NFL history, to the Tampa Bay Buccaneers after 20 years with the New England Patriots in 2020 and Ronaldo's return to Manchester had clear parallels, as both athletes are commercial juggernauts.
Although Ronaldo is the highest earner at United, that was never going to be a problem for the Glazers, who understood the vast commercial benefits a sensational 'fairytale' return for the five-time Ballon d'Or winner would bring to the club.
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Shirt sales, advertising, marketability and ticket sales all received a boost in M16 following Ronaldo's return last year, while the forward also delivered on the pitch, more importantly, when the majority of the dressing room hopelessly failed to perform.
Ronaldo is loved by the Glazers for two obvious reasons: he's a globally recognised brand and he's been a guarantee of goals throughout his career. That's why he was re-signed and that's why the Glazers were recently against him leaving.
The Manchester Evening New s revealed in August that co-chairman Joel Glazer was against the prospect of selling Ronaldo in the summer, despite the player expressing it was his desire to leave, but perhaps that stance has now been softened, as although the Portuguese remains a marketing phenomenon, the very thing that gained him that status is happening less frequently.
Ronaldo scored 24 goals in 38 games last season and he's scored just three goals in 16 appearances in this campaign. Ronaldo now plays like a 37-year-old, he's suddenly become a mere mortal and his biggest strength, which is scoring, has begun to weaken.
The centre-forward has scored against FC Sheriff home and away and against Everton at Goodison Park. His strike against Everton, his 700th club career goal, was outstanding but any professional striker would have scored his two against the Moldovan champions, which came via a penalty and a rebound. Ronaldo interestingly looked relieved when scoring the latter goal.
It has been so uncharacteristic of Ronaldo to be so poor in the final third and to waste so many chances in front of goal.
The lack of goals is weighing on him, as Ronaldo is noticeably more agitated when squandering chances, like when he booted the ball in the Stretford End after being flagged offside against Sheriff at Old Trafford, or like the times when he's screamed in frustration.
That frustration spilt onto the pitch again at Villa Park on Sunday when Ronaldo wrestled with Tyrone Mings, who had his number during the game. Both players were booked for the incident, but Mings, an average centre-back, had the final laugh.
Ronaldo is the greatest scorer of all time but his body is no longer allowing him to perform how he wants, which is a reality he's trying to deal with. He's scored just three goals from 7.2 expected goals (xG) and that confirms his diminishing finishing ability.
He has been ineffective at centre-forward this season and United look simply better when he's not playing. Antony on the right, Anthony Martial down the middle and Marcus Rashford on the left is Ten Hag's strongest attack when available.
Ten Hag praised Ronaldo's work rate last week but the answer felt diplomatic. Ronaldo doesn't provide much when his side does not have possession and, now that he's failing to score goals, it's difficult to argue he should be playing, never mind starting.
With the World Cup approaching, the best-case scenario is for Ronaldo to perform well at the tournament and leave United in the January transfer window, with it obvious that both parties need an amicable divorce sooner rather than later.
Ten Hag has expertly handled Ronaldo following his tantrum against Tottenham but the discussion about his future has been an unwanted distraction during his first season in charge, which suggests the Dutchman would not block his departure.
In the summer, it was Joel Glazer that wanted to keep Ronaldo, while Ten Hag was privately receptive to his exit. Glazer did not want to lose his most cherished marketing asset and his guarantee of goals, but Ronaldo is longer the prolific forward he once was.
The effects of time eventually catch up with everyone, even Cristiano Ronaldo.
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