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<p style="display: none;">Article continues below</p><p style="display: none;">Article continues below</p><p style="display: none;">Article continues below</p><script type="application/json" data-placement="fcplayer-semantic">{"type":"fcplayer-semantic","data":{"embedCode":"//cdn.fcp.codes/embed-code-template/embed-code-template.js#SEMANTIC_5704afb8-c10b-4ba5-9cb4-d7fb6098ef90"}}</script><ul><li>CR7 took in eventful clash vs Slovenia</li><li>Missed one penalty and scored another</li><li>Performance data revealed by WHOOP</li></ul>

'It is illegal!' - Cristiano Ronaldo accused of 'ambush marketing' at Euro 2024 as similar punishment to that previously handed out to Nicklas Bendtner is demanded for Portugal superstar

<p>The five-time Ballon d’Or winner is currently on European Championship duty. His latest outing was an eventful one, as he <a href="https://www.goal.com/en-gb/lists/cristiano-ronaldo-hit-rock-bottom-portugal-penalty-miss-slovenia-vow-supporters-euro-2024-campaign-still-alive/blt03eca0e4c667998a" target="_blank">missed a stoppage-time penalty in a last-16 showdown with Slovenia</a> – leaving him in tears - before then converting in a dramatic shootout.</p>

WHAT HAPPENED?

<p>Ronaldo is <a href="https://www.goal.com/en-gb/lists/dont-call-me-topless-cristiano-ronaldo-reveals-secret-de-stressing-starring-al-nassr-portugal/bltbebcd8b3166db1ed" target="_blank">now working with fitness company WHOOP</a>, and they have released data from the wearable devices that are strapped to CR7 – monitoring his heart rate, athletic performance and sleep score. It has been revealed that the all-time great “entered a flow state and dropped his heart rate” when stepping up first for Portugal in their shootout – before seeing that rise to 180bpm when <a href="https://www.goal.com/en-gb/lists/misstiano-penaldo-john-terry-calls-bbc-disgrace-mock-portugal-captain-cristiano-ronaldo-extra-time-penalty-miss-slovenia-euro-2024/blt999d06eb7b61df01" target="_blank">Bernardo Silva scored the decisive spot-kick</a>.</p><center><blockquote class="twitter-tweet"><p lang="en" dir="ltr">This chart has been circulating today. <a href="https://twitter.com/Cristiano?ref_src=twsrc%5Etfw">@Cristiano</a> x <a href="https://twitter.com/WHOOP?ref_src=twsrc%5Etfw">@WHOOP</a> is ambush marketing to <a href="https://twitter.com/EURO2024?ref_src=twsrc%5Etfw">@EURO2024</a>. It is illegal and both the player and the company should be fined. <a href="https://t.co/Q2jv98pFrw">pic.twitter.com/Q2jv98pFrw</a></p>— Ricardo Fort (@SportByFort) <a href="https://twitter.com/SportByFort/status/1808411354564272503?ref_src=twsrc%5Etfw">July 3, 2024</a></blockquote>
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THE BIGGER PICTURE

<p>Ricardo Fort, the former head of global sponsorship at Visa and Coca-Cola, claims Ronaldo has breached UEFA rules. He posted on social media: “Cristiano and WHOOP is ambush marketing to Euro 2024. It is illegal and both the player and the company should be fined.”</p><p>He added: “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.”</p>

WHAT FORT SAID

<p>If the data had been collected during home workouts, then there would be no issue. UEFA have acted upon “ambush marketing” in the past, with ex-Arsenal striker Nicklas Bendtner handed an £80,000 fine and one-game ban for <a href="https://www.goal.com/en-gb/lists/nicklas-bendtner-money-goes-fast-buy-gbp150-000-wine-opens-up-lavish-lifestyle-arsenal/blt22c0fc4340c4a77d" target="_blank">revealing Paddy Power-branded underpants after scoring for Denmark at Euro 2012</a>.</p>

WHAT NEXT?

'It is illegal!' - Cristiano Ronaldo accused of 'ambush marketing' at Euro 2024 as similar punishment to that previously handed out to Nicklas Bendtner is demanded for Portugal superstar | Goal.com Kenya

Portugal superstar Cristiano Ronaldo should be punished by UEFA for supposed “ambush marketing” at Euro 2024, claims a former sponsorship head.

&apos;It is illegal!&apos; - Cristiano Ronaldo accused of &apos;ambush marketing&apos; at Euro 2024 as similar punishment to that previously handed out to Nicklas Bendtner is demanded for Portugal superstar