Diego Maradona in 1986 was essentially an archangel, razing down everything but Argentina on the way to winning the World Cup. This sparked any number of legacies, from a merchandising empire based chiefly on t-shirts with his and Che Guerva's face on them, to, it seems, thousands and thousands of kids named Diego.
The great Brian Phillips, on the Pelé-Maradona rivalry: "Pelé ... offers the child's narrative of sports heroism, an exuberant conquest of a just and welcoming world. Maradona ... represents the adolescent narrative: an unjust world forced to yield to a superior ego."
Listening to the various ad execs taking him through their latest idea must have caused something of a tightening in the Cristiano Ronaldo trousers.