Cristiano Ronaldo faces severe UEFA punishment for illegal marketing stunt

Portugal's Cristiano Ronaldo could face a punishment by UEFA for 'ambush marketing' after Portugal's penalty shootout win against Slovenia at Euro 2024.

Ronaldo went through all the emotions in extra time of the round of 16 tie, missing a penalty in the first 15 minutes before stepping up and taking a penalty in the shootout to help Portugal reach the quarterfinals.

The footballing legend was reduced to tears when he missed his penalty in the first half of extra time, but eventually wheeled away in jubilation and relief when his team made it through.

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According to The Mirros US, Ronaldo is a brand ambassador for the fitness technology company WHOOP, and the brand published his heart rate from the game after Ronaldo wore his WHOOP watch under the white tape on his wrist.

Whoop published Ronaldo's heart rate on all of their social media channels. The data showed his dropped from 170 beats per minute at the end of 90 minutes to 110 bpm before he took his penalty.

Picture - X @Whoop

Richard Fort, who previously led global sponsorships with Coca-Cola and Visa, claimed it was a textbook ambush and that the player and company should be fined.

The Mirror reports he said: "This chart has been circulating today. Cristiano and WHOOP are ambush marketing to Euro 2024. It is illegal, and both the player and the company should be fined."

"The post is about a UEFA match and 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."

Denmark's Nicklas Bendtner famously showed off some Paddy Power underpants at Euro 2012 and was fined €100,000 (£80,000, $102,000) by UEFA for displaying sponsored underwear.

Ronaldo and his Portugal team take on Kylian Mbappe's France in the quarterfinals of Euro 2024. Will he wear his WHOOP watch in the next game?

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