Ronaldo's autobiography, titled Moments, was published in December 2007. Along with one of his sisters, Ronaldo opened a fashion boutique under the name "CR7" (his initials and shirt number). There are currently two CR7 shop locations, both of which are in Portugal; one in Lisbon and the other in Madeira.
On 9 June 2010, Madame Tussauds London unveiled Ronaldo's waxwork as part of the build-up to the World Cup. Ronaldo joined fellow footballers Steven Gerrard, Pelé and David Beckham at the event's venue. Ronaldo is sponsored by the U.S. sportswear company Nike and features in their television advertisements.
Ronaldo was featured on the front cover of the video games FIFA Street 2 and Pro Evolution Soccer 2008. In May 2011, Ronaldo was confirmed as the new face of FIFA's rival football series PES with his debut as a cover star of the series Pro Evolution Soccer 2012 and is also involved in promotional campaigns for the game. In December 2011, Cristiano launched an iPhone game called Heads Up with Cristiano. The game is created by developer RockLive. Ronaldo will be the face of Pro Evolution Soccer 2013, and is also involved in the motion capturing and the trailer.
In August 2010, Ronaldo reached 10 million fans on Facebook and in doing so made history by becoming the first non-American personality ever to achieve that kind of success on the social networking site. According to Forbes, Ronaldo had the 5th highest social rank in the world in 2012, bettered only by Lady Gaga, Rihanna, Justin Bieber, and Katy Perry.
In September 2011, Castrol EDGE presented "Cristiano Ronaldo: Tested to the Limit", an award-winning documentary that showed Ronaldo undertaking a series of challenges while under scientific examination. On 17 May 2012, Ronaldo and Castrol EDGE launched a live-streamed football challenge against fans through Facebook. #RonaldoLIVE was the world's first interactive football challenge streamed live through Facebook from a state-of-the-art testing facility in Madrid.
In July 2012, Ronaldo was revealed by computer security company McAfee as the most "dangerous" footballer online in cyberspace. According to McAfee, fans on the internet searching out for "Cristiano Ronaldo", "Cristiano Ronaldo download", "Cristiano Ronaldo and photos" or "Cristiano Ronaldo and videos" might run the risks of online threats that could steal their personal information. Ronaldo gained highest percentage of overall risk of 6.2% followed by Swedish striker Zlatan Ibrahimović with 5%, and England captain Steven Gerrard with 4.5%.
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