Cristiano Ronaldo could find himself in hot water after facing allegations of ‘ambush marketing’ at EURO 2024. The controversy erupted when Ronaldo shared his heart rate data on social media following Portugal’s dramatic penalty shootout victory over Slovenia in the Round of 16.
The fitness company WHOOP, which collaborates with Ronaldo, also faces scrutiny for this incident. Both Ronaldo and WHOOP could face fines, and Ronaldo might even face a suspension.
This development raises concerns about the future of Ronaldo’s international career, especially with doubts about his inclusion in the 2026 World Cup squad.
Cristiano Ronaldo Faces Potential Punishment for Illegal Markerting Breach at EURO 2024
Ambush marketing occurs when a company attempts to associate its products or services with an event that has official sponsors, without authorization. This type of marketing disrupts the official sponsorship arrangements and undermines the event’s integrity.
A notable previous instance of ambush marketing involved Nicklas Bendtner during EURO 2012. Bendtner revealed Paddy Power-branded underpants during a goal celebration, resulting in an £80,000 fine and a one-match ban.
Ronaldo’s post has drawn parallels to Bendtner’s incident. Critics argue that Ronaldo’s social media post constitutes ambush marketing, as it includes references to the match and the teams involved.
When you’re @Cristiano, there’s no fear in football. See how CR7 entered a flow state and dropped his heart rate moments before changing momentum of the match against Slovenia. See you in the quarterfinals, Portugal! pic.twitter.com/E9kLLTdFjt
— WHOOP (@WHOOP) July 2, 2024
Ricardo Fort, former head of global sponsorships at Visa and Coca-Cola, voiced his concerns on social media. Fort labeled Ronaldo’s post as a clear example of ambush marketing and called for both Ronaldo and WHOOP to face penalties.
“The post blatantly associates with a UEFA match, using team names, scores, and a player on the field,” Fort wrote.
“This is a textbook case of ambush marketing, and both the player and the company should be fined.”
Responding to user comments, Fort clarified that had the data been collected during a home workout, it would not have been an issue. The problem arises from the use of match-specific details, implying an unauthorized association with the event.
The implications for Ronaldo are significant. At 39, he is already facing questions about his longevity in international football. A suspension at EURO 2024 could potentially mark the end of his illustrious international career.
Despite holding records for most finals appearances, goals, minutes, and Team of the Tournament selections at European Championships, Ronaldo has yet to make a significant impact in this year’s tournament. Portugal has often relied on the brilliance of Bruno Fernandes and Bernardo Silva.
If a ban materializes, it could mean that Ronaldo’s EURO 2024 campaign ends prematurely. This would be a blow to Portugal as they prepare for their quarter-final clash against France, a repeat of the 2016 final which Portugal won.
As Roberto Martinez’s team gears up for this crucial match, the potential absence of their iconic forward adds an element of uncertainty.
Cristiano Ronaldo’s situation underscores the fine line between personal branding and regulatory compliance in the world of sports. As the saga unfolds, football fans and pundits alike will be keenly watching to see how this high-stakes drama impacts one of the game’s greatest players.
Read More: Prime Minister Narendra Modi Meets Victorious Indian Cricket Team
