Cristiano Ronaldo at risk of UEFA probe as he’s accused of ‘ambush marketing’ at Euro 2024 – with ex-Arsenal star Nicklas Bendtner being punished for a stunt 12 years ago [Video]

03:48 EDT 04 Jul 2024, updated 08:26 EDT 04 Jul 2024

Cristiano Ronaldo has been accused of ‘ambush marketing’ after his heart rate data during Portugal’s dramatic penalty shootout win over Slovakia was shared on social media. 

The illegal practice sees a company attempt to associate their product or services with an event that already has official sponsors. A notable example came during Euro 2012 when Nicklas Bendtner pulled up his shirt during a goal celebration to reveal a pair of Paddy Power branded underpants. 

The Dane was fine £80,000 and banned for one competitive international fixture by the governing body. 

In this case, a spotlight has been shone on Ronaldo’s collaboration with the fitness company WHOOP, who design wearable devices that track a range of measures including your heart rate, athletic performance, and sleep score.

The 39-year-old is wearing one of their devices during Euro 2024and his heart rate data from Portugal’s penalty shootout win was published by the …