Cristiano Ronaldo’s Heart Rate Data Sparks UEFA Marketing Concerns
Portugal captain Cristiano Ronaldo’s heart rate data, published by wearable fitness company WHOOP after their Euro 2024 win over Slovenia, has raised concerns about potential “ambush marketing” violations.
WHOOP, a brand Ronaldo is both an investor and ambassador for, shared the data. Ronaldo wore a WHOOP device under a bandage during the match, allowing the company to collect the information.
Since neither Ronaldo nor WHOOP are official UEFA sponsors for Euro 2024, this incident has drawn attention from figures like Ricardo Fort, the former head of global sponsorships at Visa and Coca-Cola.
Fort called the situation “ambush marketing” and urged UEFA to consider fines for both Ronaldo and WHOOP.
UEFA may investigate the situation to determine if it violated their sponsorship regulations.