Creator of pro-Ronaldo billboards explains campaign: 'And I'll put another one up at the Dragão!'

Hours after billboards backing Cristiano Ronaldo and criticising Jorge Jesus appeared in Lisbon and near Cidade do Futebol in Caxias, the man behind the initiative spoke to Rádio Observador to explain his motives. Fernando Maia, owner of an outdoor advertising company, clarified that he is acting strictly "in an individual capacity", insisted he does not personally know the Portuguese forward, and vowed to put up the same message near the Estádio do Dragão ahead of the national team's next fixture.

"I am putting up these billboards in a personal capacity. It has nothing to do with any company; I am paying for them myself," he began, explaining that the "billboard isn't meant to inflame tensions or stir up further controversy."

"The only thing that might possibly be questionable is one line about an inflated ego," he admitted, before arguing that "the Cristiano Ronaldo brand is far bigger than everything that has happened up to this point," though "not bigger than the nation or the Portuguese national team." Explaining that the billboard was designed using Artificial Intelligence, he added that "it is 70% support for Cristiano Ronaldo and 30% criticism of Jorge Jesus—constructive, but by no means respectful."

"I want to make another thing very clear. I don't know Ronaldo, and I don't know anyone in his camp. I know myself, and I believe in gratitude and not discarding people who have served and continue to serve Portugal," he stressed, before maintaining that "Jorge Jesus was just the catalyst for this happening, but there are others to blame."

Addressing the legality of the billboards, he called it "very strange" that Oeiras Municipal Council workers removed them immediately, claiming that "freedom of speech only seems to work one way, not for everyone." Facing potential sanctions, he added: "If there's a fine, I'm here to pay it." He then took aim at the local authority: "The Oeiras Council has two commercial advertising boards on high-traffic roads that haven't been taken down for two or three years, without collecting public revenue, which ends up hurting the public purse."

Asked about putting up more billboards, particularly at Portugal's next match venue, he affirmed: "Yes, probably, perhaps without that phrase [inflated ego], because it really went too far—not disrespectful, but excessive. But I will put another one up near the Dragão, I will. And if there is any fine, I'm ready to face it." He added: "If I'm stopped, I won't put it up. If the Municipal Police are there and don't allow it, I won't do it—I abide by the law."

"We are talking about an asset who has given so much to Portugal. We cannot overlook the 20 years Cristiano Ronaldo has spent with the national team and everything he has done for the country. Jorge Jesus failed to rise to the occasion," he assessed.

Regarding the cost of the campaign, he revealed: "These billboards are printed canvases, costing around €215, plus installation and framing at around €195 for about five days. We're looking at a campaign that could cost €1,900."