Cristiano Ronaldo at risk of UEFA probe as he's accused of 'ambush marketing' at Euro 2024

by - September 19, 2024

Cristiano Ronaldo has been accused of 'ambush marketing' after his heart rate data during Portugal's dramatic penalty shootout win over Slovakia was shared on social media. 


The illegal practice sees a company attempt to associate their product or services with an event that already has official sponsors. A notable example came during Euro 2012 when Nicklas Bendtner pulled up his shirt during a goal celebration to reveal a pair of Paddy Power branded underpants. 


In this case, a spotlight has been shone on Ronaldo's collaboration with the fitness company WHOOP, who design wearable devices that track a range of measures including your heart rate, athletic performance, and sleep score.


The 39-year-old is wearing one of their devices during Euro 2024 and his heart rate data from Portugal's penalty shootout win was published by the company on Tuesday. 


However, according to Ricardo Fort - the former head of global sponsorships at Visa and Coca-Cola - the post was a clear example of ambush marketing and should be met with a fine for both player and company. 



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