Cristiano Ronaldo faces investigation by UEFA, accused of illegal marketing at Euro 2024

The Portuguese star, Ronaldo, who is one of the hottest footballers in the world was seen putting on a device that could read his heart rate.

After the game against Slovenia, the company shared the statistics of Ronaldo’s heart rate after winning on penalties.

This has led to the five times Ballon d’Or winner facing an investigation which could lead to a fine 

The partnership between Ronaldo and the fitness startup WHOOP which makes wearable tech that tracks a variety of metrics like heart rate, athletic performance, and sleep quality, is under investigation.

Former global sponsorships head at both Visa and Coca-Cola Ricardo Fort said the post was an obvious case of ambush marketing and that the player and the corporation should be fined for it.

According to Daily Mail, Ricardo Fort wrote on X, “This chart has been circulating today He. 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, 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.”

Meanwhile, one famous instance occurred at Euro 2012 when Nicklas Bendtner, celebrating a goal, lifted his shirt to show a pair of underpants with the Paddy Power logo on it. 

The governing body fined the Dane £80,000 and suspended him for one competitive international match.