Celebrity Sell Out

Ronaldo practises his 'hello sailor' salute

When will Cristiano Ronaldo get a mohican? Or a pop star wife? Or a boot in the face?

I only ask because it’s becoming increasingly obvious that the Portuguese footballer is metamorphosing into David Beckham.

They both made their names at Manchester United before moving to Real Madrid, they’re both prone to questionable sartorial decisions (Becks wore a skirt, Ronaldo prefers hot pants), and they have, now, both squeezed into Giorgio Armani’s undergarments.

Few in the world have missed the unveiling of Ronaldo’s stylishly-clad lunch box. The 24-year-old has replaced Becks as the male face (and groin) of Emporio Armani Underwear, and the first set of adverts has now been unveiled across the globe.

The pictures – which show the footballer in a series of semi-naked, uncomfortable-looking positions – certainly prove that his 3,000 sit ups a day are working abdominal wonders (if you have an idea what the hand covering the face is meant to convey drop Celebrity Sell Out a line).

Yet his chiselled physique was not the only thing that got him this lucrative gig. Mr Armani said he chose the footballer because of his “youthful, exciting and, yes, sexy, attitude”, which is strange, given most people see him as a preening, posing and, um, dislikeable little prick.

Either way the Portuguese is in good (-looking) company. Joining him at Team Armani is actress Megan Fox who will undoubtedly thrive at standing around in skimpy clothing and flashing her cleavage (that must have described the casting call for her Transformers movies). On the plus side she should prove to have more pulling power than Bony Spice  (Victoria Beckham) who gave the audience a fright on American Idol on Tuesday looking so skinny.

Today, though, is not about Miss Fox. It’s all about Ronaldo. He has taken a big step on his journey towards Beckhamdom, and no one should forget it. Next stop: LA Galaxy.