SBD/June 14, 2012/Marketing and Sponsorship

Denmark Soccer Player Risks UEFA Punishment After Showing Branded Underwear

Bendtner said they were just "lucky boxer shorts," didn't know he was breaking rules
Denmark F Nicklas Bendtner "could face UEFA action over ambush marketing after revealing a pair of bookmaker-branded underpants when he scored last night in a 3-2 defeat against Portugal" in Euro 2012 play, according to the London TELEGRAPH. Bendtner revealed the logo for Irish bookmaker Paddy Power "during celebrations of his second goal, a move which appeared a clear violation of UEFA rules." Regulations "ban any advertising on players' kits" during the tournament (London TELEGRAPH, 6/14). The GUARDIAN's Marcus Christenson notes the Danish FA, "sponsored by another betting company, Ladbrokes, was unhappy with the striker's action." Danish FA Communications Dir Lars Berendt said, "We have spoken to the player and he will not play in those (underpants) against Germany on Sunday." Bendtner "insisted he did not know that he had done anything wrong." He said, "It is just a pair of lucky boxer shorts that I used the first game as well and have used before the tournament. I didn't know that I was breaking any rules but I am aware of that now" (, 6/14).
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