Cristiano Ronaldo Accused of Ambush Marketing by UEFA

Cristiano Ronaldo, Portugal's football star, faced accusations of ambush marketing after sharing his heart rate data during a crucial penalty shootout at UEFA 2024. Ronaldo, endorsed by Whoop, showcased exceptional composure during the tense moment, with his heart rate dropping significantly before scoring. Despite the positive impact of the partnership, former Visa and Coca-Cola executive Ricardo Fort criticized the move, calling it illegal and demanding fines. The controversy around ambush marketing is not new to UEFA, as seen in past incidents like Nicklas Bendtner's fine during Euro 2012. Ronaldo strategically manages his brand, evident from his actions like removing Coca-Cola bottles during Euro 2020 press conferences. Additionally, Ronaldo's collaboration with Whoop has drawn attention to the use of wearable technology in sports, highlighting data tracking during high-stakes matches.