THE BIGGER PICTURE
Ronaldo is now working with fitness company WHOOP, and they have released data from the wearable devices that are strapped to CR7 – monitoring his heart rate, athletic performance and sleep score. It has been revealed that the all-time great “entered a flow state and dropped his heart rate” when stepping up first for Portugal in their shootout – before seeing that rise to 180bpm when Bernardo Silva scored the decisive spot-kick.
WHAT FORT SAID
Ricardo Fort, the former head of global sponsorship at Visa and Coca-Cola, claims Ronaldo has breached UEFA rules. He posted on social media: “Cristiano and WHOOP is ambush marketing to Euro 2024. It is illegal and both the player and the company should be fined.”
He added: “The post is about a UEFA matches, 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.”