At one time, none of them agreed to have rivalry against each other. Both of them disagree about any personal rivalry, but the media are the ones fueling the rivalry between them.

Messi never had anything against CR7, he only plays for his team to do well. The same applies to Ronaldo.

But the media will have to fuel a rivalry to make money. When they publish good and captivating headlines about their non-existent rivalry, money will roll in.