Cristiano Ronaldo Stars in Dreame's Global Smart Home Push

Cristiano Ronaldo built a career on making constant improvement look routine.

Now Dreame is borrowing this idea, signing the football icon to front a global campaign for its smart home products.

The film pushes Dreame's technology ecosystem on the premise that winning is a mindset, not a single achievement.

Called "Dreame to Win," the effort uses one of the world's most recognizable athletes with one of the fastest-growing names in smart home technology.

Created and produced by Dentsu Sports International, the campaign arrives as the electronics brand looks to build on its rapid global growth.

Dreame ranked first worldwide in robot vacuum sales and revenue during the first quarter of 2026.

"Both Dreame and Cristiano are defined by performance, precision and the belief that progress is earned through discipline," said Echo Li, global CCO at Dentsu Sports International.

Li added that the agency's role was "to turn that connection into a brand story that could resonate authentically through markets and cultures."

The campaign will run across television, out-of-home, digital, social, retail, and e-commerce channels worldwide.

With the FIFA World Cup dominating attention this year, brands keep turning to football stars as shortcuts to global relevance.

Dreame's campaign uses celebrity marketing for more than attention, connecting Ronaldo's discipline and drive to the values it wants attached to its products.

Two Continents, One Film

The campaign's production was nearly as ambitious as the global rollout.

The brief called for Ronaldo to appear alongside Dreame's entire 28-product portfolio.

But shipping the full range to Riyadh was impractical, and his packed schedule left just one day to film.

So Dentsu Sports International split the shoot across two continents.

First, the crew filmed the products in Shanghai with a body double, mapping every camera move, light, and transition in advance.

Then, they flew to Riyadh and filmed Ronaldo against that exact blueprint, combining both shoots into one final spot.

The final spot connects Ronaldo's pursuit of excellence with Dreame's focus on engineering, design, and automation.

Ronaldo comes across as the face of the brand's philosophy, not just a hired endorser.

The campaign also marks Dentsu Sports International's growing presence in marketing, following its work with OPPO and the UEFA Champions League.

Substance and Star Power

Ronaldo's strongest brand partnerships work because they match what he's known for.

Dreame follows this logic, building the campaign on discipline, consistency, and performance to mould the brand's image ahead of product features.

• Alignment matters more than visibility. The best partnerships start with a believable connection between talent and brand.
• Use the celebrity to tell a bigger story. Ronaldo becomes a vehicle for communicating Dreame's positioning and values.
• Production can become a competitive advantage. Creative problem-solving helped transform a logistical challenge into a polished global campaign.

A famous face draws the eye, and a shared idea between brand and athlete gives the campaign lasting weight.

Our Take: Does the Mindset Angle Work?

We think that Dreame made the right call by focusing on Ronaldo's mentality. 

Fans already know what he represents, so the campaign doesn't waste time trying to establish credibility.

What's particularly effective is how the message applies outside of football.

Most consumers won't relate to elite athletic performance, but they do understand the desire to improve daily routines.

The challenge now is ensuring consumers remember Dreame's products as clearly as they remember Ronaldo's presence.

Meanwhile, Walmart recently tapped Luis Suárez as its "pro fan" to connect World Cup excitement with its retail experiences.

Looking to build campaigns that don’t rely on starting from scratch?

Explore these top brand strategy agencies in our directory to turn existing equity into something that still lands.