50% of his rights, he got that in the 2013 renewal.
Still his image rights "aren't his" anymore, he sold that to Peter Lim, I use quotations there because it's a debatable thing (he sold those rights to a friend of his manager, just in the last year of the Beckham exception, so it probably was more of a tax thing than actually giving control of that). But what's more important here, and avoided in the press, is that when news talk about the deals of image rights between player and club it's never about personal image rights, some journalists have slipped when talking about that and said what they actually negotiate in that regard is their image rights in content related to both player and club, if Real Madrid does an ad with Ronaldo wearing a Real Madrid shirt for Fly Emirates, Ronaldo has negotiated to get 50% of that ad value, but when it comes to him partnering with Castrol, he gets 100% of that money and Real Madrid get nil, and it's the same way for almost every player.
This is another take on the argument I'm defending on this thread, the media are misinforming about these things to appease their overlords, 12 years ago people thought if Becks earned 5M from RM and earned 50M in market deals, Real were basically earning 25M from Becks rights, he would be losing money compared to his United contract but people still believe that.
There's a lot of money in market partnerships between player and team, couple millions here and there, but the big buckets are in personal dealerships, that's sacred for any star be it NBA, Golf or Tennis, and Football is not an exception.