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First Cristiano Ronaldo and then Paul Pogba. Where and when will the buck stop and what could sponsorship giants like Coca Cola or Heineken do? Earlier this week, footballing icons, which included the likes of Cristiano Ronaldo and Paul Pogba, made the headlines during their respective press conferences, whereby they removed the UEFA paid sponsorship products from view of the cameras. On the other hand, Pogba, a French national and devout practising Muslim, similarly, is seen removing a bottle of Heineken from the table, before he began addressing the journalists for his post-match press conference following his win with France. Despite this, the Coca-Cola share price seemed to have recovered according to other financial experts. The reality is that for large brands like Coca-Cola and Heineken, gestures such as these might not impact the success of their brands, but rather on the contrary, all the talk and attention generated as a result of their actions are generally viewed as more positive than if the athletes had not interacted with the products at all. The question still arises however, should UEFA in these circumstances be protecting the rights of its sponsors, and if so, how? But what legal issues are even at play here? To answer this, firstly, we note that there are contractual rights and obligations between the players, teams and footballing governing body UEFA. Secondly, consideration must be given to the marketing and sponsorship rights of large brands like Coca-Cola and Heineken. Potential legal consequences: In the either of the above cases, the situation involves a legal nexus formed by three parties, which includes the athlete, the regulating body in this case UEFA , and the sponsors, in each case being Heineken and Coca-Cola respectively. Would such an argument hold up in a legal dispute? Or is he automatically bound by them through his participation in UEFA competition? What we do know, is that with respect to UEFA and its sponsors, these parties would have likely entered into a commercial agreement whereby in exchange for financial premium the sponsors would have the rights to market their own brands and products throughout the competition coverage under the terms of the agreement. Entering into a sponsorship agreement of this kind, provides its own risks, and such risks should be mitigated against insofar as possible. Irrespective of whether or not the gestures have had a positive impact in promoting the drinking of water, or of drinking less alcohol or even that of a leading a healthy lifestyle, allowing these athletes to make gestures like these, without consequences, runs the risk of damaging future sponsorship deals for these types of tournaments. For example, what will the commercial value of these sponsorship agreements be, when professional athletes are being permitted to remove from sight any sponsored product that they personally do not wish to be affiliated to? From a public standpoint, it does not appear that there have been any consequences for these athletes on the part of UEFA, or any further action being taken by those sponsorship brands against UEFA as a result of these two players. It remains to be seen whether any action will be taken to discipline them, which arguably poses a great concern for potential sponsors. To date, there has been no precedent for this of its kind. Whether there are any sanctioning powers available to UEFA in order to protect the rights and interests of its sponsors is unknown, but likely to be available. For further information please contact Steven Caetano steven. For further information on this article, contact the following people. View profile. More insights View all news and insights. Save time.