The decision by the company came about because the forward stayed on the bench throughout the match in which the national team beat Norway—a rare occurrence in the player's career.

Taking the opportunity as reported on the online platforms, the carrier posted a message concerning the captain's time on the bench, which then led to the post being quickly and widely shared and reacted to by fans and users.

This unserious method of communication is part of a habit that Ryanair has regularly followed, consisting of using well-known people and current sports or social events to promote its brand and increase engagement with its digital audience.

The airline has once again demonstrated its ability to achieve visibility and create a media impact by taking a relaxed approach to running its official channels, having turned a strange match incident into an opportunity for public interaction.

Set The Portugal News as your preferred source for news on Google

GoogleAdd as a preferred source on Google