AFP reported that Ronaldo is being investigated by the European Football Federation (UEFA) for illegal behavior at EURO 2024.The incident happened when UEFA discovered that Ronaldo was an ambassador and investor in the fitness technology company WHOOP. During the match between Portugal and Slovenia (early morning of July 2), the 39-year-old player wore one of the company’s devices under the bandage on his wrist to collect data during the match. Afterwards, the company published Ronaldo’s heart rate data on social networks.

WHOOP said Ronaldo’s heart rate dropped from more than 170 beats/minute to less than 110 beats/minute when the penalty was blocked by Jan Oblak. This shows that Ronaldo was extremely worried when he could not help the Portuguese team open the score. However, when facing the direct free kick or the first penalty kick, Ronaldo is very calm, his heart rate does not change.

UEFA said WHOOP is not an official sponsor at EURO 2024. Therefore, both this company and Ronaldo were accused of disguised advertising, which is an illegal act. If UEFA assesses the damage as serious, Ronaldo will be banned from playing for 1 match or fined. At the same time, WHOOP Company will have to compensate for the damages caused to UEFA.

Mr. Ricardo Fort, former Global Sponsorship Director of Visa and Coca-Cola, urged UEFA to take action to punish Ronaldo and WHOOP for this latest incident.

On X (formerly Twitter), Mr. Ricardo Fort wrote: “Cristiano Ronaldo and WHOOP disguised marketing for EURO 2024. This is illegal and both the player and the company must be fined. UEFA has now stepped in.

At the end of the match, Ronaldo’s heartbeat post talked about a UEFA match, using the names of the two participating national teams, the score and a player on the field. They imply a connection to EURO 2024 and that is illegal. WHOOP is a competitor to UEFA sponsors. Therefore, this agency has no reason to tolerate the above violations.”AFP added that Ronaldo’s behavior was similar to what Danish striker Bendtner did at EURO 2012. At that time, Nicklas Bendtner accidentally revealed his underwear called Paddy Power while celebrating a goal in the net. Portuguese team. Nicklas Bendtner was later banned for one match and fined £80,000 for advertising sponsored underwear.

“It was just a lucky pair of shorts that I wore in my first match. I didn’t know I was breaking any rules but I just realized it now. Then it was explained to me that I cannot do any disguised advertising,” Nicklas Bendtner shared with UEFA.