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| Euro 2024: UEFA Urged to Punish Cristiano Ronaldo |
Portugal captain Cristiano Ronaldo may face punishment from UEFA following accusations of ‘ambush marketing’ during their Euro 2024 match against Slovenia.
The wearable fitness technology company, WHOOP, published Ronaldo’s heart rate data after the last 16 fixtures. Ronaldo is both an investor in and a brand ambassador for WHOOP.
The 39-year-old was seen wearing a WHOOP device under a bandage on his left wrist, which allowed the company to obtain his heart rate data.
However, neither Ronaldo nor WHOOP are official UEFA sponsors for Euro 2024.
Ricardo Fort, the former head of global sponsorships at Visa and Coca-Cola, has called on UEFA to impose fines over the incident.
“This chart has been circulating today,” Fort wrote on X. “Cristiano and WHOOP are engaging in ambush marketing at Euro 2024. It is illegal, and both the player and the company should be fined.”
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