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SBD Global/June 15, 2012/Marketing and Sponsorship

Sponsors Steamed When Danish Player Flashes Underwear After Scoring Goal

Denmark FC striker Nicklas Bendtner "could face UEFA action over ambush marketing after revealing a pair of bookmaker-branded underpants" when he scored during a 3-2 loss to Portugal at Euro 2012, 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 (TELEGRAPH, 6/14). In London, Marcus Christenson noted 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" (GUARDIAN, 6/14).

ALL IN FUN: Publications across the world were filled with colorful headlines. The HINDUSTAN TIMES wrote: "Bare It Like Bendtner: Dane In Knickerful Of Trouble" (HINDUSTAN TIMES, 6/15). In the COPENHAGEN POST, "Luck Runs Out For Smarty Pants" (COPENHAGEN POST, 6/14); From New Zealand, "Ambush Marketing Stunt Has Knickers Twisted" (STUFF.CO.NZ, 6/15); and not to be outdone, the SUN, "Nicklas Bendtner Faces A Bum Rap For Cheeky Celebration" (London SUN, 6/14).
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