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Cristiano Ronaldo's goal celebration in the Champions League final against Atletico Madrid was pre-planned for the cameras, according to a respected Spanish journalist.
Ronaldo whipped off his shirt ecstatically after scoring a penalty to seal Real Madrid's 4-1 triumph after extra-time in Lisbon.
It was in stark contrast to his reaction when Gareth Bale scored Real Madrid's crucial second goal, when he did not join his team-mates in their jubilant celebrations.
Now Spanish journalist Jose Felix Diaz says that Ronaldo's celebration was all for the cameras and will make-up part of 'Ronaldo: The Movie' – a project he is developing to help promote his 'CR7' brand.
Diaz wrote in El Confidencial: "Cristiano Ronaldo celebrated with excess for Real Madrid's fourth goal during the final in Lisbon. Few understood why and Atletico were outraged when they saw the actions of the Portuguese player.
"Well, the reason has little to do with the sport itself and with another facet that for many is killing football and that is the marketing.
"CR7 was being recorded by a special camera and his performance in the game will be part of the film: 'Ronaldo, The Movie.'
"The Portuguese forward knew where the camera was placed and ran towards there to celebrate the goal."
It all seems like an incredibly far-fetched story, so we asked our office in Madrid if Diaz was a credible source and they told he was.
"This story is not official but it seems to be true," Eurosport Spain's Adrian Garcia told us.
"Everyone in the Spanish media is now reporting this as José Felix Díaz is a serious and important journalist who has followed Real Madrid for many years. He is one of the top sports journalists over here."
Ronaldo had a pretty poor game in Lisbon so this seems like an incredibly vain move – but then again – this is the man who earlier this week appeared naked on the cover of Vogue with his model girlfriend so is anyone really surprised?
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