Businessman funds Lisbon billboards supporting Cristiano Ronaldo and criticizing Jorge Jesus

Billboards erected across Lisbon and Oeiras

On the morning of 2 October 2026, outdoor billboards supporting Cristiano Ronaldo and criticizing Portugal national team manager Jorge Jesus appeared at multiple sites across the Lisbon district and Oeiras. The installations were placed along Lisbon's Segunda Circular motorway, near Estádio da Luz, near Lisbon Airport, and directly opposite the Portuguese Football Federation headquarters at the Cidade do Futebol in Oeiras. The central banner carried a message thanking Ronaldo for his contributions to the country and declaring that he would always remain the team's captain. The posters also targeted Jorge Jesus, asserting that the head coach was not up to the task, showed a lack of sensitivity in managing Ronaldo, treated the team captain wrongly, and acted with an inflamed ego. Municipal police in Oeiras removed the installation outside Cidade do Futebol within 15 to 30 minutes of its appearance, citing the absence of a municipal permit. Lisbon City Council confirmed it identified two unauthorized structures on the Segunda Circular that would likewise be taken down.

Self-funded campaign and legal response

Fernando Maia, owner of the outdoor advertising company FullQuest, came forward on Friday afternoon as the sole initiator and financier of the campaign. Maia reported spending between 1,800 and 1,900 euros from personal funds to manufacture and mount the displays, including 215 euros for the canvas and 195 euros for the structure and assembly of a five-day display. He stated that he acted strictly as an individual citizen without corporate backing and had no prior relationship or communication with Ronaldo, his family, or his representatives. Maia defended his decision to bypass the municipal licensing process by classifying the billboards as non-commercial expressions of civic opinion and free speech rather than commercial advertising.

This billboard is not intended to inflame anyone, it is not intended to create more controversy.

Maia acknowledged that referencing the manager's ego might have been excessive, though he reiterated that Jesus had mismanaged the situation. He noted that he is prepared to pay any resulting administrative fines, while arguing that public authorities displayed a double standard in the speed with which they dismantled the displays.

National team dispute and Porto plans

The billboard campaign followed Ronaldo's sudden departure from the Portugal national team training camp on Wednesday night in Copenhagen. Ronaldo left the team hotel after discussions with Portuguese Football Federation president Pedro Proença and head coach Jorge Jesus ahead of a UEFA Nations League match against Denmark. Ronaldo subsequently announced on social media that he would explain the full reasons behind his exit to the Portuguese public at a later time. Portugal went on to defeat Denmark on Thursday in Copenhagen without their captain.

Maia previously organized a similar billboard campaign during the Euro 2004 tournament outside Sporting CP's academy to support goalkeeper Ricardo, an initiative that remained in place until the final without administrative intervention. Despite the removal of the Lisbon and Oeiras displays, Maia confirmed plans to install an identical billboard outside Estádio do Dragão in Porto, where Portugal is scheduled to play Norway on Sunday.