Portugal captain Cristiano Ronaldo could face punishment from UEFA amid accusations of ‘ambush marketing’ during their Euro 2024 match against Slovenia. WHOOP, a wearable fitness technology company where Ronaldo is an investor and brand ambassador, published his heart rate data after the last 16 fixtures.
Ronaldo, aged 39, was seen wearing a WHOOP device under a bandage on his left wrist, from which the company obtained the heart rate data. Neither Ronaldo nor WHOOP are official UEFA sponsors for Euro 2024.
Ricardo Fort, former head of global sponsorships at Visa and Coca-Cola, has urged UEFA to fine Ronaldo and WHOOP over the incident. “This chart has been circulating today,” Fort wrote on X. “Cristiano and WHOOP is ambush marketing to Euro 2024. It is illegal and both the player and the company should be fined.”