Cristiano Ronaldo 'in danger of UEFA investigation' and could face ban ahead of Portugal and France showdown

Ronaldo missed a penalty on Monday night with Portugal struggling to break down Slovenia.

And though he scored in the shootout win, the veteran made the headlines after crying on the field during extra-time.

Ronaldo has been frustrated this tournament, with the Al-Nassr star desperate to rediscover his goalscoring form.

But he could be at risk of a UEFA probe as the clash creeps closer.

During Portugal's win over Slovenia, Ronaldo wore a WHOOP heart rate monitor - with the company publishing data on Tuesday.

It showed Ronaldo's heart rate was actually at its slowest as he prepared to take Portugal's first penalty in the shootout.

But Ricardo Fort, the former head of global sponsorships at Visa and Coca-Cola, has now accused the football icon of 'ambush marketing'. There is nothing to substantiate his claims.

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"This chart has been circulating today," he wrote on X.

"Cristiano and WHOOP is ambush marketing to Euro 2024.

"It is illegal and both the player and the company should be fined."

Responding to fans who queried his comments, 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.

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"Not having 'a competitor as a sponsor' isn't a reason to tolerate infringements."

Ambush marketing sees a company attempt to associate their product or services with an event that already has official sponsors.

UEFA previously came down hard on former Arsenal star Nicklas Bendtner, who was adjudged to have broken the rules 12 years ago.

Back at Euro 2012, the former Denmark international pulled up his shirt during a goal celebration to reveal he was wearing Paddy Power branded underpants.

Yet UEFA took a dim view of the incident and fined him £80,000, as well as banning him for one match.

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Ronaldo, as a result, could face a similar fate.

Speaking after his side's win over Slovenia, meanwhile, the former Manchester United, Real Madrid, Juventus and Sporting Lisbon star said his side deserved to go through.

Portugal were fortunate in extra-time, with Benjamin Sesko missing a good chance to open the scoring.

And Ronaldo reacted to the result by saying: "Portugal was always on top of it, pressing hard, but for one reason or another, didn’t score.

"The pitch wasn’t great, it was very tough but I’d say all things considered, we were better.

"We deservedly reached the quarter-finals.

"We’re still very excited, we want to enjoy our game, give the fans some joy and happiness and this is our life. This is how we live."