There has been a call for Portugal captain Cristiano Ronaldo to be punished by UEFA following his actions in his nation's most recent 2024 UEFA European Championship game.
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According to a report from the Metro, the 39-year-old could be at risk of receiving a fine for "promoting" wearable fitness technology company WHOOP during Portugal's round of 16 win over Slovenia earlier this week.
Ronaldo recently became a brand ambassador for WHOOP and was seen wearing one of the brand's devices under a bandage, with the company later publishing the data collected from his performance, such as his heart rate.
It is suggested by Ricardo Fort, the former head of global sponsorships at Visa and Coca-Cola, that the five-time Ballon d'Or winner should be punished for what is called "ambush marketing".
Taking issue with Ronaldo promoting the brand during the match, he wrote on X (formerly Twitter) that both the Al Nassr No. 7 and WHOOP must be slapped with a fine.
"This chart has been circulating today," he wrote.
"Cristiano and WHOOP is ambush marketing to EURO 2024. It is illegal and both the player and the company should be fined.
"The post is about a UEFA match, 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."
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Similarly, former Arsenal striker Nicklas Bendtner was handed a significant fine for promoting a brand that had no ties to UEFA at EURO 2012.
