CR7® LIFE

What CR7® LIFE does

CR7® LIFE is the personal lifestyle brand and trademark of Portuguese football player Cristiano Ronaldo, operating as an individually-owned brand rather than a formally incorporated corporate entity. The portfolio spans multiple consumer categories: URSU, a naturally alkaline (pH 9) mineral water brand; Erakulis, a mobile wellness application offering personalized fitness, nutrition, and mental balance programs on iOS and Android; AVACR7, an athletic performance apparel and supplements line; CR7 Fragrances (a fougère woody green scent line); CR7 Underwear and CR7 Footwear; and the CR7 Museum, a cultural/experiential attraction. Distribution is primarily direct-to-consumer via dedicated brand e-commerce storefronts (ursu9.es, cr7fragrances.store, avacr7.com, erakulis.com) and global app stores, supplemented by partner-led channels.

The core technology asset is the Erakulis wellness platform, a consumer mobile app with customized wellness plans developed by certified experts across fitness, nutrition, and meditation; no proprietary AI/ML pipeline is disclosed. URSU water is differentiated by its source-characterized mineral profile and pH 9 alkalinity. The broader digital ecosystem is powered by 7egend as a technology partner, and the brand's marketing infrastructure is effectively Ronaldo's personal social media presence across Instagram, X/Twitter, and Facebook — collectively reaching 800M+ followers — used as a primary top-of-funnel demand channel.

The business model combines one-time product sales (D2C e-commerce for fragrances, underwear, footwear, water, AVACR7), recurring subscription revenue (Erakulis app), and brand licensing/royalty streams (Pestana CR7 hotels, Jacob & Co luxury watches, co-branded lines with Nike, Herbalife, Binance, Whoop, UFL, SNK, CR7 Crunch Fitness, Insparya, and Domum Septem). Pricing is not publicly disclosed across product lines. Target customers fall into three primary personas: CR7 brand loyalists and Ronaldo fans purchasing fashion and fragrance items, fitness and wellness enthusiasts using the Erakulis app and URSU water, and premium/luxury consumers purchasing high-end collaborations such as Jacob & Co timepieces. The firm operates with 1–10 employees, indicating a lean, partnership- and licensing-orchestrated operating model rather than vertical integration.

Name

CR7® LIFE

Legal name

CR7 (Personal Brand of Cristiano Ronaldo)

Website

https://cristianoronaldo.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

CR7® LIFE is Cristiano Ronaldo's personal lifestyle brand offering wellness products (URSU alkaline water, Erakulis fitness/nutrition app), fashion (fragrances, underwear, footwear), athletic performance (AVACR7), and hospitality experiences, sold direct-to-consumer online and through licensing partnerships leveraging the founder's 800M+ social media following.

Ownership category

akta.pro rank

Product category

Celebrity Lifestyle Brand

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), Food (Health) Supplement Retailers (456191)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Sports Data, Analytics & CRM Services (Fan Data, Insights, Audience Development) (MPAKAKAO)

Keywords

• Celebrity lifestyle brand
• Branded fragrances
• Athletic apparel
• Alkaline mineral water
• Wellness mobile app

Headquarters

HQ city

Hong Kong

HQ country

Hong Kong SAR China

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D

Revenue model

1. Product Sales (Direct E-commerce): Direct sales of CR7 branded products including fragrances, underwear, footwear, and apparel through owned e-commerce storefronts (cr7fragrances.store) and partner retail channels.
2. App Subscriptions (Erakulis): Revenue from the Erakulis wellness app, available for download on iOS App Store and Google Play Store, offering fitness, nutrition, and mental wellness programs.
3. Water & Beverage Sales (URSU): Sales of URSU natural alkaline mineral water through its dedicated website (ursu9.es) and retail partners.
4. Brand Licensing & Partnerships: Licensing of the CR7 brand to partners including Pestana CR7 hotels, with branded product lines such as CR7 Crunch Fitness, and various co-branding arrangements with companies like Nike, Herbalife, Binance, and others.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

CR7® LIFE is a diversified celebrity lifestyle brand portfolio owned by footballer Cristiano Ronaldo, encompassing alkaline mineral water (URSU), a wellness mobile application (Erakulis), athletic performance products (AVACR7), fragrances, underwear, and footwear. The brand sells directly to consumers through dedicated e-commerce storefronts (ursu9.es, cr7fragrances.store, avacr7.com) and partner distribution channels globally.

Product overview

CR7® LIFE is a diversified brand portfolio centered on Cristiano Ronaldo, encompassing multiple consumer product lines and experiences. The portfolio includes: URSU Water (naturally alkaline mineral water positioned for health-conscious consumers); Erakulis (a wellness mobile app offering fitness, nutrition, and mental balance services); AVACR7 (athletic performance products); CR7 Fragrances (personal fragrance line); CR7 Underwear and Footwear (apparel accessories); and the CR7 Museum (cultural attraction). The core brand connects to partner ecosystems including Pestana CR7 hotels, 7egend production, Insparya hair clinics, and various commercial sponsors like Nike, Herbalife Nutrition, Binance, and Whoop.

Differentiator

Problem solved

Functional benefit

Brands

• URSU: Natural mineral water with high alkaline content (pH 9), characterized by original purity from mountain sources. Positioned as health and lifestyle inspiration.
• Erakulis
• AVACR7
• CR7 Fragrances
• CR7 Underwear
• CR7 Footwear

Products and services

• URSU Natural Mineral Water Natural mineral water with high alkaline content (pH 9) sourced from mountain origins, positioned as a health and lifestyle product with antioxidant properties. Marketed to health-conscious individual consumers.
• Erakulis Wellness App An all-in-one wellness mobile application offering personalized fitness training plans, nutrition guidance, and mental balance/meditation programs developed by certified experts. Available on iOS and Android.
• AVACR7 Athletic Performance Brand Athletic performance products including apparel and gear designed for athletes, sold through the AVACR7 online store.
• CR7 Fragrances Fragrance line featuring a fougère woody green scent inspired by Cristiano Ronaldo, designed to channel ambition, passion, and power. Sold to individual consumers through the dedicated CR7 fragrances e-commerce store.
• CR7 Underwear Underwear collection produced with quality materials, leveraging manufacturing experience to deliver fit for consumers.
• CR7 Footwear Footwear line that interprets the style of the CR7 customer, emphasizing fashion-forward design within the broader CR7 collection.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

18 partnerships are on record, tiered core, major and minor.

• Pestana CR7coreStrategic or Co-development PartnerPestana CR7 is a hotel partnership combining Pestana Hotel Group with the CR7 brand, creating CR7-branded hotels and accommodations. This is one of the most prominent strategic partnerships, extending the CR7 brand into hospitality.
• 7EGENDcoreTechnology or Integration7egend.cr appears to be a technology/digital partner for CR7, powering the CR7 ecosystem including the website and digital infrastructure. The 'Powered By 7egend' attribution appears on the official website.
• NikemajorGTM or Marketing PartnerNike is a key marketing and brand partner, with dedicated CR7 content on Nike.com and collaborative product lines including CR7-branded athletic wear and boots.
• Herbalife NutritionmajorGTM or Marketing PartnerHerbalife Nutrition partnership for CR7 Drive product line, combining nutritional supplements with the CR7 brand for fitness and performance-oriented consumers.
• BinancemajorGTM or Marketing PartnerCR7 ForeverZone partnership with Binance, a leading cryptocurrency exchange, bringing the CR7 brand into the Web3/blockchain space with NFT collaborations and crypto-related promotions.
• WhoopminorGTM or Marketing PartnerWhoop fitness wearable brand partnership, offering performance tracking and wellness monitoring associated with the CR7 fitness brand.
• PerplexityminorGTM or Marketing PartnerAI-powered search engine partnership bringing CR7 brand visibility to tech-forward audiences through Perplexity AI platform.
• Jacob & ComajorOEM/ Whitelabel/ Licensing PartnerLuxury watch collaboration creating exclusive CR7-branded timepieces (Epic X CR7), positioning the brand in the high-end luxury goods market.
• CR7 Crunch FitnesscoreStrategic or Co-development PartnerCR7 Crunch Fitness is a fitness center franchise partnership bringing CR7-branded gym/fitness facilities, combining the CR7 brand with fitness center operations.
• INSPARYAminorStrategic or Co-development PartnerHair clinic partnership offering hair transplant and restoration services, likely branded under CR7 for Ronaldo's hair restoration clinic ventures.
• Domum SeptemminorStrategic or Co-development PartnerReal estate or property development partnership under the CR7 brand, extending the brand into property/hospitality ventures.
• ClearminorGTM or Marketing PartnerClear haircare brand partnership providing shampoo and hair care products associated with the CR7 brand, leveraging Ronaldo's hair care regimen.
• UFLminorGTM or Marketing PartnerFootball gaming partnership with UFL (Unified Football League), bringing CR7 branding into the football video game space.
• SNKminorGTM or Marketing PartnerGaming partnership with SNK (Fatal Fury game collaboration), extending CR7 brand into the gaming and entertainment space.
• URSUcoreOEM/ Whitelabel/ Licensing PartnerURSU is the branded natural mineral water product sold under CR7, featuring alkaline water with pH 9 and antioxidant properties, distributed through ursu9.es and partner channels.
• ErakuliscoreOEM/ Whitelabel/ Licensing PartnerErakulis is the CR7-branded wellness app offering fitness training, nutrition planning, and mental balance features, available on iOS and Android platforms.
• AVACR7coreOEM/ Whitelabel/ Licensing PartnerAVACR7 is athletic apparel and products developed for CR7 and athletes, sold through avacr7.com, featuring performance-oriented sportswear.
• ZujugpminorGTM or Marketing PartnerBrand partnership with Zujugp, a partner company with logo placement on the CR7 partners page.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Peloton: Direct incumbent in the connected fitness / wellness subscription space that Erakulis competes in. While broader and more equipment-led, it anchors the category economics and competitive set that any celebrity-branded wellness app must benchmark against.
• Michael Jordan / Jordan Brand: The defining athlete-turned-lifestyle brand, now a multi-billion-dollar Nike sub-brand spanning footwear, apparel, and accessories. Illustrates both the upside ceiling and the institutionalization required to sustain value long after the athlete retires.

Direct peers

• Drake / OVO (October's Very Own): Celebrity-founded multi-category lifestyle brand spanning music label, fashion, and fragrance with direct-to-consumer distribution. Comparable model of converting celebrity cultural equity into owned consumer-product lines.
• David Beckham / DB Ventures: Most directly comparable peer — David Beckham's personal brand vehicle spanning fragrances, eyewear, grooming, fashion, and hospitality (in partnership with Marriott). Operates a similar playbook of leveraging a global football icon's brand equity into diversified consumer products.
• Magic Johnson Enterprises: Athlete-founded diversified business empire spanning consumer products, food service, and entertainment. Comparable in leveraging an iconic athlete's brand across multiple consumer-facing categories and partnerships.
• Pharrell Williams / Billionaire Boys Club & Humanrace: Celebrity-founded lifestyle brands spanning streetwear, wellness/skincare, and footwear with premium DTC positioning. Comparable to CR7 in combining fashion, wellness, and premium pricing under a single celebrity-driven brand umbrella.
• Roger Federer / On Holding: Active athlete with material equity stake and product collaboration role in a globally scaled athletic and lifestyle brand. Comparable to Ronaldo's involvement with AVACR7 and Nike co-branded product lines within the CR7 portfolio.
• Tom Brady / TB12: Athlete-founded performance and wellness brand built around a personal training/longevity methodology. Comparable to CR7's Erakulis wellness app and URSU water positioning around health, fitness, and body-care for athlete-aspirational consumers.
• Serena Williams Ventures: Tennis icon's diversified portfolio of consumer brands, venture investments, and apparel lines (S by Serena). Comparable playbook of leveraging athletic excellence into fashion, wellness, and consumer-product categories.
• LeBron James / SpringHill Company: Athlete-founded diversified brand and content company spanning media production, athlete empowerment, and consumer products. Directly comparable model of converting an active athlete's cultural influence into a multi-category commercial platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/cr7life-museum-hk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CR7® LIFE