Shortly after Portuguese soccer star Cristiano Ronaldo slid 2 Coca-Cola bottles away from him during a press conference, at least $4B was wiped off the soft drink company's market value, according to data from stock market research platform, Macrotrends.
The company's overall market value has, however, been rising over the past three months.
Coca-Cola did not respond directly to a request for comment, but instead pointed NBC News to a statement from European soccer's governing body, UEFA, which said the company offered"a range of drinks to suit different tastes and needs, which are available to players throughout the tournament.
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