ACTION AGAINST NALDO FOR AMBUSH MARKETING OF WEARABLE DEVICES
Cristiano Ronaldo has been accused of ambush marketing. Ronaldo's heart rate data, which was measured during the dramatic match achieved by Portugal against Slovenia in the ongoing European Cup, was made public on social media.I
t is mentioned that it is an illegal practice to include another company's product and service in a competition that has already been associated with an official sponsor. In this context, during the celebration after Nicolas Bentner scored a goal in the 2012 Euro Cup, Paddy Power's brand of underwear was seen when he moved his T-shirt up.
Those Danish players were later fined 80,000 euros and banned for one match. Regarding Ronaldo, it is seen that there is a collaboration with the fitness company Hoop. This company has been designing wearable fitness devices that can measure heart rate, athletes' performance and sleep scores. 39-year-old Ronaldo wore one of the company's equipment during the ongoing EuroCup match.The company published data on Ronaldo's heart rate measured by the device during Portugal's penalty shootout win. Ricardo Forte, who has been the head of global sponsorship for Visa and Coca-Cola, said that the post was a clear example of ambush marketing and that both players and companies should be fined.
"Today this chart is spreading," he wrote on social network X, "Cristiano Ronaldo and Hoops are doing ambush marketing at Euro 2024. This is illegal and both players and companies should be fined."
Ronaldo is an investor and brand ambassador of Hoop. During the match, Ronaldo wore a hoop device inside the bandage on his left wrist, and from that the company obtained data about his heart rate. Hoop is not an official sponsor of the ongoing Eurocup.
