{"id":12132,"date":"2024-07-05T11:37:56","date_gmt":"2024-07-05T16:37:56","guid":{"rendered":"https:\/\/www.icesi.edu.co\/marketingzone\/?p=12132"},"modified":"2024-07-05T11:37:56","modified_gmt":"2024-07-05T16:37:56","slug":"12132-2","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/12132-2\/","title":{"rendered":""},"content":{"rendered":"<h2 class=\"subtitle-cn\">Cristiano Ronaldo, posible tarjeta roja por hacer marketing de emboscada durante la Eurocopa<\/h2>\n<p>Eventos de la envergadura de la\u00a0Eurocopa\u00a0est\u00e1n escoltados por una ampl\u00edsima cohorte de patrocinadores, que pagan cantidades millonarias por asociar su nombre a esa competici\u00f3n y acaparar en ella todos los focos. Sin embargo, hay marcas que, aun no siendo sponsors oficiales, tratan de arrimarse al sol que m\u00e1s calienta y no tienen prurito alguno a la hora de lanzar campa\u00f1as publicitarias al calor de eventos como la Eurocopa. Esta t\u00e9cnica, conocida como marketing de emboscada, es ilegal y quienes la practican se arriesgan a ser confrontados con onerosas multas.\u00a0<strong>Al marketing de emboscada habr\u00edan recurrido precisamente el fabricante de \u00abwearables\u00bb enfocados al fitness WHOOP y Cristiano Ronaldo, que es inversor de esta compa\u00f1\u00eda, durante la celebraci\u00f3n que la Eurocopa que se disputa actualmente en Alemania.<\/strong><\/p>\n<p><strong>La acusaci\u00f3n (en modo alguno balad\u00ed por sus consecuencias) la ha formulado desde la red social X Ricardo Fort, fundador de Fort Consulting y exdirector global de patrocinios de Visa y Coca-Cola.\u00a0<\/strong>\u00abCristiano y WHOOP est\u00e1n haciendo marketing de emboscada en la Eurocopa 2024\u2033, asevera Fort. \u201cSe trata de una pr\u00e1ctica ilegal y tanto el jugador como la compa\u00f1\u00eda deber\u00edan ser sancionados\u00bb, recalca.<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<div class=\"twitter-tweet twitter-tweet-rendered\"><iframe id=\"twitter-widget-0\" class=\"\" title=\"X Post\" src=\"https:\/\/platform.twitter.com\/embed\/Tweet.html?creatorScreenName=MkDirecto&amp;dnt=true&amp;embedId=twitter-widget-0&amp;features=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%3D%3D&amp;frame=false&amp;hideCard=false&amp;hideThread=false&amp;id=1808411354564272503&amp;lang=es&amp;origin=https%3A%2F%2Fwww.marketingdirecto.com%2Fmarketing-general%2Fpublicidad%2Fcristiano-ronaldo-marketing-emboscada-eurocopa&amp;sessionId=30ed8d8b2bc7549d4840256246c0d7d7942aa870&amp;siteScreenName=MkDirecto&amp;theme=light&amp;widgetsVersion=2615f7e52b7e0%3A1702314776716&amp;width=500px\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\" data-tweet-id=\"1808411354564272503\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<\/div>\n<\/figure>\n<p>Cristiano Ronaldo\u00a0y WHOOP podr\u00edan haber incurrido en una pr\u00e1ctica ilegal cuando el pasado martes, tras el partido que enfrent\u00f3 el lunes a Portugal y a Eslovenia en los octavos de final de la Eurocopa,\u00a0<strong>el fabricante de \u00abwearables\u00bb public\u00f3 en X un post en el que se hac\u00eda eco de la frecuencia cardiaca del futbolista luso durante ese encuentro<\/strong>\u00a0(que fue pr\u00f3digo en emociones fuertes para el exjugador del Real Madrid).<\/p>\n<p>De acuerdo con Fort, ese post ser\u00eda ilegal porque \u00ab<strong>hace referencia a un partido de una competici\u00f3n de la UEFA<\/strong>, usa los nombres de dos selecciones nacionales y se refiere espec\u00edficamente a un jugador que jug\u00f3 sobre el c\u00e9sped. Ello implica una conexi\u00f3n muy clara con el evento y por eso es ilegal\u00bb.<\/p>\n<h3 class=\"wp-block-heading\"><strong>WHOOP es sponsor oficial de Cristiano Ronaldo<\/strong><\/h3>\n<p>El post de\u00a0WHOOP, que revela que Cristiano Ronaldo ten\u00eda un pulso de apenas 100 latidos por minuto antes de anotar un gol, absolutamente decisivo, en la ronda de penaltis, ven\u00eda acompa\u00f1ado de la siguiente frase:\u00a0<strong>\u00abCuando eres Cristiano Ronaldo, sabes que no hay miedo en el f\u00fatbol. Nos vemos en los cuartos de final, Portugal\u00bb.<\/strong><\/p>\n<p><strong>WHOOP<\/strong>, que es una empresa radicada en Estados Unidos,\u00a0<strong>es sponsor oficial de Cristiano Ronaldo<\/strong>, que est\u00e1 vinculado igualmente a la compa\u00f1\u00eda en calidad de inversor.<\/p>\n<p>En anteriores ocasiones\u00a0<strong>a la UEFA no le ha temblado la mano a la hora de multar a jugadores que, convenientemente conchabados con anunciantes, han practicado el marketing de emboscada en sus competiciones.<\/strong><\/p>\n<p>Al delantero dan\u00e9s Niklas Bendtner se le impuso, por ejemplo,\u00a0<strong>una multa de casi 100.000 euros\u00a0<\/strong>por mostrar unos calzoncillos con el logo de Paddy Power durante la celebraci\u00f3n de un gol en la Eurocopa 2012.<\/p>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/marketing-general\/publicidad\/cristiano-ronaldo-marketing-emboscada-eurocopa<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cristiano Ronaldo, posible tarjeta roja por hacer marketing de emboscada durante la Eurocopa Eventos de la envergadura de la\u00a0Eurocopa\u00a0est\u00e1n escoltados por una ampl\u00edsima cohorte de patrocinadores, que pagan cantidades millonarias por asociar su nombre a esa competici\u00f3n y acaparar en ella todos los focos. Sin embargo, hay marcas que, aun no siendo sponsors oficiales, tratan [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":12134,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-12132","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>| Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/12132-2\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"| Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Cristiano Ronaldo, posible tarjeta roja por hacer marketing de emboscada durante la Eurocopa Eventos de la envergadura de la\u00a0Eurocopa\u00a0est\u00e1n escoltados por una ampl\u00edsima cohorte de patrocinadores, que pagan cantidades millonarias por asociar su nombre a esa competici\u00f3n y acaparar en ella todos los focos. 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Sin embargo, hay marcas que, aun no siendo sponsors oficiales, tratan&hellip;","_links":{"self":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/12132","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/users\/52"}],"replies":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/comments?post=12132"}],"version-history":[{"count":1,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/12132\/revisions"}],"predecessor-version":[{"id":12135,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/posts\/12132\/revisions\/12135"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/media\/12134"}],"wp:attachment":[{"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/media?parent=12132"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/categories?post=12132"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.icesi.edu.co\/marketingzone\/wp-json\/wp\/v2\/tags?post=12132"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}