Ambush Marketing: Is Cristiano Ronaldo involved?
What is Ambush Marketing ?
Ambush marketing involves a company attempting to associate its product with a high-profile event without official sponsorship. This can disrupt the planned marketing efforts of the event’s official sponsors and often leads to legal and financial repercussions.
Example: Cristiano Ronaldo and WHOOP
Cristiano Ronaldo, one of the most recognized athletes globally, recently found himself at the center of an ambush marketing controversy. During Portugal’s Euro 2024 match against Slovenia, Ronaldo wore a WHOOP heart rate monitor. WHOOP subsequently published data showing his heart rate during the game, subtly associating their product with the UEFA event.
What we know
WHOOP Announces Global Partnership with Cristiano Ronaldo
On May 13, 2024, WHOOP, the human performance company, announced that Cristiano Ronaldo has become an official global ambassador and investor. This partnership, disclosed via Instagram Live, represents one of Ronaldo’s significant investments. Ronaldo joins a roster of other ambassador investors, including Patrick Mahomes and Michael Phelps.
During the penalty shootout against Slovenia
Cristiano Ronaldo’s heart rate data during Euro 2024, particularly during the penalty shootout against Slovenia, was captured using a WHOOP device. This data revealed intriguing insights into Ronaldo’s physiological response under pressure. His heart rate was around 100 beats per minute when he took his penalty, significantly lower than his heart rate during other critical moments, showcasing his remarkable composure. WHOOP, known for its professional-grade wearable technology, tracks a wide range of biometric data, helping athletes like Ronaldo optimize their performance by monitoring factors such as sleep, strain, and recovery.
Cristiano and WHOOP accused of Ambush Marketing
Ricardo Fort, an ex-global sponsorship head at Visa and Coca-Cola, accused Ronaldo and WHOOP of ambush marketing. He argued that using the match’s context, teams, and a high-profile player for promotion without official ties to UEFA constitutes illegal marketing practices.
Historical Context: Nicklas Bendtner
A notable instance of ambush marketing occurred during Euro 2012. Nicklas Bendtner, a former Danish international, celebrated a goal by revealing Paddy Power-branded underwear. UEFA fined him £80,000 and issued a one-match ban for violating marketing regulations, reinforcing their strict stance on unauthorized promotions.
Implications and Enforcement
Ambush marketing can undermine the value of official sponsorships, leading to strict enforcement by event organizers like UEFA. Companies and individuals engaging in these practices risk significant fines and bans. The aim is to protect the interests of official sponsors who invest heavily in securing exclusive rights to promote their brands at these events.
By enforcing these rules, organizations ensure that official sponsors receive the expected visibility and return on investment, maintaining the integrity of sponsorship agreements.
