Cristiano Ronaldo ‘at risk of investigation by UEFA’ and could face suspension before the clash between Portugal and France. Cristiano Ronaldo has been accused of ‘ambush marketing’ ahead of Portugal’s Euro 2024 clash with France on Friday night. The 39-year-old has started in all four of his team’s matches in the competition in Germany so far, despite yet to score.

Ronaldo missed a penalty on Monday night as Portugal struggled to break down Slovenia’s defense. And although he scored in the penalty shootout victory, the veteran made headlines after crying on the pitch during extra time. Ronaldo has been frustrated this tournament, with the Al-Nassr star desperate to rediscover his goalscoring form. But he could be at risk of a UEFA investigation as the clash approaches. During Portugal’s victory over Slovenia, Ronaldo wore a WHOOP heart rate monitor – with the company publishing data on Tuesday.

The data showed that Ronaldo’s heart rate was at its lowest level as he prepared to take Portugal’s first penalty of the contest. But Ricardo Fort, former head of global sponsorships at Visa and Coca-Cola, accused the football icon of ‘ambush marketing’. There is nothing to support his claims. “This graphic has been circulating today,” he wrote on X. “Cristiano and WHOOP is ambush marketing at Euro 2024. “It is illegal and both the player and the company should be fined.” Responding to fans who questioned his comments, he added: “The post is about a UEFA match, it uses the names of the two national teams playing, the score and a player on the pitch. “They are insinuating an association with the event and that is illegal.

“Not having ‘a competitor as a sponsor’ is not a reason to tolerate infringements.” Ambush marketing occurs when a company tries to associate its product or services with an event that already has official sponsors. UEFA has already been strict with former Arsenal player Nicklas Bendtner, who was judged to have broken the rules 12 years ago. At Euro 2012, the former Danish international lifted his shirt during a goal celebration to reveal he was wearing Paddy Power brand underwear. However, UEFA were unhappy with the incident and fined him £80,000 as well as suspending him for one match.

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