Football icon Cristiano Ronaldo is once again at the center of controversy as UEFA launches a probe into accusations of ‘ambush marketing’ during the Euro 2024 tournament. The Portuguese star’s actions have drawn comparisons to the infamous incident involving Nicklas Bendtner in 2012.

During a recent Euro 2024 match, Ronaldo was spotted displaying a product that was not an official sponsor of the tournament. This act has raised suspicions of ambush marketing—a tactic where brands seek to promote themselves without paying sponsorship fees, leveraging high-profile events to gain visibility.

The situation mirrors the 2012 incident involving Danish striker Nicklas Bendtner, who was fined €100,000 and handed a one-match suspension for displaying sponsored underwear during a goal celebration at the Euro 2012 tournament. Bendtner’s case highlighted the strict regulations UEFA imposes to protect the interests of official sponsors.

UEFA’s investigation into Ronaldo’s actions could lead to significant repercussions, including fines and potential disciplinary action. The governing body is committed to maintaining the integrity of its sponsorship agreements, which are crucial for funding the tournament and ensuring its smooth operation.

Cristiano Ronaldo, known for his global brand and numerous endorsements, has not yet commented on the allegations. His management team is expected to address the issue in the coming days as the investigation unfolds.

Football fans and industry experts are closely watching the situation, drawing parallels between Ronaldo’s case and Bendtner’s precedent. The outcome of UEFA’s probe could set a new standard for handling ambush marketing in football and impact how athletes navigate their personal endorsements in relation to official event sponsors.

As Euro 2024 progresses, the focus will not only be on the thrilling matches and stellar performances but also on the resolution of this high-profile controversy involving one of the sport’s biggest stars.