Cristiano Ronaldo ‘risks Euro 2024 BAN’ with Portugal star accused of ‘ambush marketing’
CRISTIANO RONALDO has risked a Euros BAN after being accused of “ambush marketing” following the release of his heart rate data.
The Portuguese legend, 39, has endured a poor tournament so far, failing to score in each of his country’s four games.
He missed a penalty and was reduced to tears in the last 16 as Roberto Martinez’s men scraped through against Slovenia on spot kicks following a goalless 120 minutes.
But things could yet get worse for the Real Madrid and Manchester United legend.
This relates to Ronaldo‘s partnership with fitness company WHOOP – who published his heart rate data from the Slovenia game on Tuesday.
In response, former head of global sponsorships at Visa and Coca Cola, Ricardo Fort, has claimed this is an example of ambush marketing.
This is when a company looks to associate their product or services with an event that already has official sponsors.
Previously, ex-Arsenal striker Nicklas Bendtner broke these rules when he celebrated a goal for Denmark at Euro 2012 by showing off his Paddy Power underwear.
Bendtner received a one-match ban and an £80,000 fine.
And Fort believes Ronaldo should be handed a similar punishment that would see him miss Portugal’s quarter-final clash with France on Friday.
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Speaking on X, he said: “This chart has been circulating today.
“Cristiano and WHOOP is ambush marketing to Euro 2024. It is illegal and both the player and the company should be fined.”
He then went on to add: “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.”
WHOOP design various devices that track heart rate, athletic performance and quality of sleep.
Fort understands if Ronaldo’s data had been taken from a home workout – rather than during a Euros match – it would not have been an infringement.
The data showed Ronaldo “entered a flow state and dropped his heart rate” before he scored the first of Portugal’s three penalties in the shoot-out.
It then soared to 180 beats per minute when Bernardo Silva bagged the decisive spot kick.
Fans praised Ronaldo for his composure during the shoot-out after WHOOP published their data on X.
One fan said: “Shows why he’s one of the best!!”
While another simply replied: “Legend.”
And a third responded: “That’s why he’s the best in pressure situations.”
Portugal will face Germany or Spain in the semi-finals if they come through their last-eight tie with France.