Cristiano Ronaldo could face punishment from UEFA after he was accused of ‘ambush marketing’ during Portugal’s Euro 2024 clash against Slovenia this week.
Wearable fitness technology company WHOOP, which has Ronaldo as an investor and a brand ambassador, published the 39-year-old’s heart rate data from Portugal’s last-16 tie against Slovenia on Monday evening.
Ronaldo was reduced to tears after missing a crucial penalty during the first half of extra time but he then stepped up to score Portugal’s first spot kick in their shootout win.
The former Manchester United and Real Madrid forward was seen wearing a WHOOP device under a bandage on his left wrist and the company subsequently published his heart rate data across social media which showed that it had dropped from over 170 beats per minute at the end of 90 minutes to below 110bpm before he missed the penalty in extra time.
But Ronaldo and WHOOP, which is not an official UEFA sponsor of Euro 2024, have been accused of ‘ambush marketing’ over the stunt.
Ricardo Fort, the former head of global sponsorships at Visa and Coca-Cola, has urged UEFA to fine both Ronaldo and WHOOP over the incident.
‘This chart has been circulating today,’ Fort wrote on X.
‘Cristiano and WHOOP is ambush marketing to Euro 2024. It is illegal and both the player and the company should be fined.’
Fort also added: ‘The post is about a UEFA match, uses the names of the two national teams playing, score, and a player on the field.
‘They are implying an association with the event and that is illegal. Not having ‘a competitor as a sponsor’ isn’t a reason to tolerate infringements.’
UEFA took a dim view in Euro 2012 when Denmark striker Nicklas Bendtner showed off a pair of Paddy Power underpants during his goal celebration against Portugal.
Bendtner was banned for one match and fined €100,000 (£80,000) by UEFA for displaying the sponsored underwear.
‘It is just a pair of lucky boxer shorts that I used in the first game as well and have used before the tournament,’ Bendtner said.
‘I didn’t know I was breaking any rules but I am aware of that now.’
The bookmaker announced that it had paid the fine on Bendtner’s behalf.
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