Following the drama surrounding penalties and his ‘illegal’ move, Cristiano Ronaldo might be punished

At the European Championships, Cristiano Ronaldo appears to have violated marketing regulations by working with a fitness brand that shared his stats on social media.

Due to his involvement in “ambush marketing” following Portugal’s last-16 victory, Cristiano Ronaldo may run afoul of UEFA.

In a turbulent evening for Ronaldo, the Euro 2016 champions required penalties to defeat Slovakia. There was ample solace and plenty of tears.

Ronaldo then posted his heart rate data on social media. The Al-Nassr star used this opportunity to highlight his partnership with WHOOP, a fitness company that creates wearable technology that tracks metrics like heart rate, athletic performance, and sleep quality.

 

The practice is unlawful because it involves a business trying to link its goods or services to an event—in this case, Euro 2024—that already has official sponsors.

The 39-year-old is sporting one of their devices while competing in the Euros, and the company released his heart rate data from Portugal’s victory in the penalty shootout on Tuesday.

On social media, Ricardo Fort, the former head of global sponsorships at Visa and Coca-Cola, asserted that the post was an obvious instance of ambush marketing and that the player and the company should be fined.

“This chart has been circulating today,” he stated. WHOOP and Cristiano are ambush marketing for Euro 2024. Since it’s against the law, the company and the player should both face penalties.”

Fort then stated: “The post is about a UEFA match, and it uses the player’s name, the score, and the names of the two competing national teams.

They are illegally insinuating a connection to the event. “Not having ‘a competitor as a sponsor’ does not justify allowing violations to continue.”

During Euro 2012, Nicklas Bendtner was punished for pulling up his shirt while celebrating and showing off a pair of underpants branded with Paddy Power.

Afterwards, UEFA fined the Dane £80,000 and suspended him from one competitive match.

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