The football superstar enters a new arena of entertainment.
LONDON, United Kingdom. Cristiano Ronaldo has announced the start of production on Day 1s, his first scripted television series, expanding his business interests beyond professional football. The project is being developed through UR•Marv Studios, the production company he established with British filmmaker Matthew Vaughn in April 2025.
The Portuguese star shared the announcement on Instagram, accompanied by photographs featuring members of the production team. The series represents one of the studio’s first major television projects and marks another step in Ronaldo’s growing involvement in the entertainment industry.
Unlike traditional sports documentaries, Day 1s explores the commercial and personal relationships shaping professional football behind the scenes. Its storyline follows Stanley Dalton, a powerful British football agent navigating player representation, negotiations and the competing interests of clubs and athletes.
British actor Damian Lewis, known for his performances in Homeland and Billions, will portray Dalton. The concept was developed by Darren Dein, a sports agent associated with former Arsenal and France international Thierry Henry.
The production is also expected to feature appearances by Henry and British rapper Dave, bringing together personalities from professional sports, music and television. Ronaldo serves as executive producer and could appear in several episodes, although the extent of his acting involvement has not been officially confirmed.
Matthew Vaughn, whose directing credits include Kingsman and Kick-Ass, brings established filmmaking experience to the venture. His partnership with Ronaldo combines international sporting recognition with expertise in developing commercial entertainment projects.
UR•Marv Studios has already pursued other productions, including action films developed following the company’s establishment. The studio is also associated with Stuntnuts, a forthcoming film project reportedly involving Hollywood actors Matt Damon and Chris Hemsworth.
Ronaldo’s move into television reflects a broader trend among elite athletes who are establishing businesses in media production, content ownership and entertainment. Rather than relying exclusively on sponsorship agreements or appearances in existing productions, these ventures allow athletes to participate directly in creating intellectual property.
The commercial prospects of Day 1s remain uncertain. Producers have not announced an official premiere date, episode count or international distribution platform.
For Ronaldo, the series represents more than another celebrity-backed production. It marks an effort to build a creative business capable of developing entertainment projects independently of his achievements on the football pitch.
The Story Continues Beyond the Headlines.