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SBD Global/June 20, 2012/Marketing and Sponsorship

Paddy Power To Pay Bendtner's Lucky Underpants Fine

Irish bookmaker Paddy Power will pay the €100,000 ($127,000) fine incurred by Danish footballer Nicklas Bendtner "for wearing his so-called lucky underpants" in the recent Euro 2012 Denmark vs. Portugal match, according to the PA. A Paddy Power spokesperson said, "We pride ourselves on listening to our customers and what we heard loud and clear yesterday was that Nicklas Bendtner should not suffer as a result of UEFA's double standards" (PA, 6/19). In London, Charles Sale noted England players "were sent the same branded boxer shorts," which cost Bendtner his fine. Paddy Power said that they posted the "lucky underpants" to team hotels across Poland and Ukraine -- including the one England used in Krakow -- "targeting likely goalscorers." The way England's team kit, including underwear, is laid out in the dressing room before matches "would make it difficult for any unofficial clothing to be worn unless a player really wanted to do so." A Paddy Power spokesperson said, "There are plenty of our pants out there, so who knows when they will next be seen? It's a bit of harmless fun, and the UEFA reaction is completely over the top" (DAILY MAIL, 6/18).
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