Source: REUTERS/Rodrigo Antunes
[Saba Sports News] According to reports from British media, Cristiano Ronaldo could be subject to disciplinary action for his involvement in ambush marketing. Following Portugal’s victory over Slovakia in a penalty shootout, Ronaldo’s heart rate data during the match was shared on social media, leading to allegations of ambush marketing as an attempt to associate his products or services with events that already have official sponsors. An example of this type of behavior occurred during the 2012 European Championship when former Denmark forward Nicklas Bendtner revealed his underwear brand Paddy Power by lifting his jersey during celebrations. Bendtner was eventually fined £80,000 and suspended for one game. This time, it is reported that Ronaldo collaborated with WHOOP, a company that designed wearable devices to track heart rate, sports performance, and sleep conditions. The company made Ronaldo’s heart rate data public after Portugal’s victory over Slovakia. Industry experts argue that this is a clear case of ambush marketing, and both the player and the company should be penalized since this took place during a UEFA match, and the company used the names, scores, and a player from both teams on the field. It remains to be seen whether Ronaldo will face any consequences for his actions.