Cristiano Ronaldo could face investigation after 'illegal' rule break at Euro 2024

Cristiano Ronaldo could be punished after getting caught up in an 'ambush marketing' incident after Portugal's win at Euro 2024.

Portugal eked out a victory via penalties against Slovakia, on what was an emotional rollercoaster of a night for Ronaldo , filled with both tears and a sigh of relief. The superstar missed a penalty in extra-time before scoring in the shootout.

Ronaldo then had his heart rate data shared on social media. By doing this, the Al-Nassr sensation showcased his partnership with WHOOP - a fitness firm known for their wearable tech that monitors stats like heart rate, performance levels, and sleep quality.

This kind of marketing move is barred as it involves a brand trying to link their goods or services with a big event, such as Euro 2024, which already has its own set of official sponsors

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The 39 year old has been spotted sporting one of their gadgets during his Euro appearances, and WHOOP went ahead and shared his heart rate figures from Portugal's tense shootout triumph on Tuesday. Ricardo Fort, who previously led global sponsorships at Visa and Coca-Cola, took to social media claiming that the post was textbook ambush marketing related to Euro 2024. He called for penalties for both the football icon and the company.

He stated: "This chart has been circulating today. Cristiano and WHOOP is ambush marketing to Euro 2024. It is illegal and both the player and the company should be fined.

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"The post is about a UEFA matches, uses the names of the two national teams playing, score, and a player on the field. They are implying an association with the event and that is illegal. Not having 'a competitor as a sponsor' isn't a reason to tolerate infringements."

A notable example of a player facing repercussions for such an act occurred during Euro 2012 when Nicklas Bendtner lifted his shirt during a celebration to reveal Paddy Power branded underwear. The Danish player was subsequently fined and banned from one competitive game by UEFA.

Ronaldo had a disappointing performance in the last 16 encounter but is expected to start in Portugal's quarter-final clash with France on Friday.