SportsCristiano Ronaldo faces allegations of 'ambush marketing' at Euro 2024

Cristiano Ronaldo faces allegations of 'ambush marketing' at Euro 2024

Cristiano Ronaldo
Cristiano Ronaldo
Images source: © PAP | RONALD WITTEK

5 July 2024 07:48

Cristiano Ronaldo has been accused of "ambush marketing." This accusation arises from posting his heart rate data on social media, recorded during the penalty shootout in the Portugal vs. Slovenia match. Years ago, another football star was penalised for a similar act.

Cristiano Ronaldo could have become the antihero of his national team during the 1/16 match of Euro 2024 against Slovenia. In the first half of extra time, the 39-year-old missed a penalty kick, but he managed to redeem himself in the penalty shootout. Fortunately for him, the Portuguese team won 3-0, advancing to the quarter-finals.

Following the match, the media mainly concentrated on the five-time Ballon d'Or winner's emotional state. When Jan Oblak saved his first penalty, the striker was in tears, causing international commotion. However, attention has shifted to a different issue that could have repercussions for CR7.

Cristiano Ronaldo accused of "ambush marketing"

For several months, Cristiano Ronaldo has been working with the fitness company WHOOP, which produces devices that measure various parameters, such as heart rate and sleep quality. Ronaldo wore one of their devices on his wrist during Euro 2024.

On Tuesday, 2 July, the company published the star's heart rate data. It showed that he entered a flow state (a very high level of engagement) and then dropped just before he scored the first of three goals for Portugal in the penalty shootout. The 39-year-old's heart rate rose when Bernardo Silva stepped up for the last penalty that sent Roberto Martinez's team into the quarter-finals.

Meanwhile, Ricardo Fort, the former head of global sponsorship collaboration at Visa and Coca-Cola, accused Cristiano Ronaldo of "ambush marketing". Fort posted the WHOOP graph on his profile on X, adding that, in his opinion, the Portuguese player and the company should face consequences.

This chart has been circulating today. @Cristiano x @WHOOP is ambush marketing to @EURO2024 . It is illegal and both the player and the company should be fined.

In response to users' question, Fort suggested that "The post is about a UEFA matches, 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. - he stated.

It's worth noting that over a decade ago, former Danish national team star Nicklas Bendtner was punished for a similar offence. During Euro 2012, the Dane lifted his jersey after scoring a goal to reveal a pair of underwear with the Paddy Power logo. He was fined £80,000 and banned from one international match. Therefore, if UEFA decides to investigate this matter, Ronaldo might face a similar fate.

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