Cristiano Ronaldo might face disciplinary action from UEFA after allegations of ‘ambush marketing’ during Portugal’s Euro 2024 match against Slovenia this week.
WHOOP, a wearable fitness technology company with Ronaldo as an investor and brand ambassador, shared the 39-year-old’s heart rate data from the match on Monday evening.
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Ronaldo was seen in tears after missing a crucial penalty in the first half of extra time, but later scored Portugal’s first spot kick in the shootout victory.
He was wearing a WHOOP device under a bandage on his left wrist, and the company posted his heart rate data on social media. The data revealed his heart rate dropping from over 170 beats per minute at the end of 90 minutes to below 110 bpm before the missed penalty in extra time.
However, because WHOOP is not an official UEFA sponsor for Euro 2024, both Ronaldo and the company have been accused of ‘ambush marketing.’
Ricardo Fort, former head of global sponsorships at Visa and Coca-Cola, has called on UEFA to fine both Ronaldo and WHOOP for 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 disapproved during Euro 2012 when Denmark’s striker Nicklas Bendtner revealed a pair of Paddy Power underpants while celebrating his goal against Portugal.
As a result, Bendtner received a one-match ban and a €100,000 (£80,000) fine from UEFA for showcasing 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.’
Although, the bookmaker announced that it had paid the fine on Bendtner’s behalf.
