First it was Portuguese star Cristiano Ronaldo.

At a news conference during the Euro 2020 soccer championships he removed two Coca-Cola bottles from view.

And appeared to urge people to drink water instead.

Now it looks like he's started a thing.

France midfielder Paul Pogba, a practicing Muslim, removed a Heineken bottle during his post-match appearance.

Then it was the turn of Italy's Manuel Locatelli.

He too moved a pair of Coca-Cola bottles, though this time they didn't quite disappear from shot.

It's all a huge embarrassment for tournament organiser UEFA.

The European soccer ruling body had to issue a statement defending Coca-Cola.

It says the firm produces all sorts of drinks, including water.

The moving bottles have also moved markets.

Coca-Cola shares dipped 1.6% percent after Ronaldo's intervention, wiping about $4 billion off the company's value.

Marketing gurus say it all calls into question traditional models of brand promotion.

Neil Graney is a marketing and management expert at Durham University Business School:

"I think what the bigger brands need to concern themselves with is, two things really, in terms of how they activate their sponsorship: is such a thing as Coca Cola bottles and Heineken bottles at press conferences is that outdated? Is there better ways of activating that sponsorship?"

Heineken and Coca-Cola didn't immediately comment on the soccer stars' actions.

But the firms may find that future news conferences make uncomfortable viewing.