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SBD Global/June 19, 2012/Marketing and Sponsorship

Bendtner Fined $125,000 For Displaying Sponsored Underwear

Danish striker Nicklas Bendtner has been fined "an astonishing" £80,000 ($125,000) and banned for one competitive int'l fixture for displaying sponsored underwear during Denmark's game against Portugal, according to Rik Sharma of the London DAILY MAIL. Bendtner has three days to appeal after the written decision is sent to him. If he does not appeal, the ban will apply for Denmark's next 2014 World Cup qualifying match. During last year's Europa League, Porto FC fans racially abused Man City star Mario Balotelli and were "only made to pay £16,700 ($26,100). Bendtner's "huge fine" is almost as much as Russia was docked after their fans decided to attack stewards during their Poland match. UEFA fined them £96,000 ($150,200) (DAILY MAIL, 6/18). The London INDEPENDENT's Marcus Christenson opined in The Sport Blog that Bendtner's one-game ban "could have huge implications for the Danes' hopes of qualifying for the 2014 World Cup and, subsequently, the Danish FA's income for the next few years." It is "a ridiculous punishment" and "is ludicrous in its own right." When it is compared to the fines UEFA has handed out for racism, "it becomes embarrassing" (INDEPENDENT, 6/18). Also in London, Ed Hawkins noted that Paddy Power, the bookmaker whose name was displayed on Bendtner's underwear, said, "This is a hysterical and deeply cynical move by UEFA dictated by pure commercialism and is a far greater penalty than recent UEFA fines for far more serious incidents. We will be contacting Mr. Bendtner to offer him our full support for his appeal" (LONDON TIMES, 6/18).
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