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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]

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Social Media Marketing

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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 …

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