Bendtner vs. UEFA; Why they'll both lose out

By Nick Lander

With Demark trailing 2-1 to Portugal without much time left, Nicklas Bendtner rose at the far post to head home Lars Jacobsen's cross, having evaded Pepe well. It was the Arsenal outcast's second goal of the game, his sixth against Portugal in five games (an impressive record), and he celebrated. Quite right too, at that moment in time, his country were top of the group, the issue was with how he celebrated. Arsenal's number 52 decided that it would be a good idea to lower his shorts slightly and raise his shirt to show off his underwear to the world. His underwear that bore the name of Irish bookmaker Paddy Power.

Companies such as Orange, Coca-Cola, Sharp and Adidas have paid UEFA millions of pounds to have their branding plastered all over the competition, Paddy Power, on the other hand, have not. They decided instead to indulge in a spot of ambush marketing, by giving Bendtner his green pair of undies (the bookmaker insists that no money changed hands and that they sent a number of other players pairs too). It worked nicely for them too. Their little stunt has got them quite a bit of exposure.

I think that all this exposure comes as a direct result of UEFA's hardline stance against it. During the game, I noticed from the television coverage that Bendtner was showing off his boxers, but not the branding on them, and would have paid it no further attention had I not then seen a number of articles telling of how the Dane was now in trouble with UEFA for his actions.

That is where the dilemma lays for UEFA. They cannot leave him unpunished, he has broken the rules, and it sets a precedent for other companies to follow. Yet by punishing the striker, that is where the most publicity comes for the offending company. In this instance, the only winner out of this is Paddy Power, who have got their publicity, and will continue to get it over the next week or so - the UEFA Control and Disciplinary Body will examine the case on Monday - but European football's governing body will gain nothing out of it, and Bendtner himself certainly will not, with a hefty fine likely as a minimum.

In addition to being in trouble with UEFA, Bendtner has landed himself in hot water with the Danish Football Association, who have an sponsorship deal with rival bookmaker, Ladbrookes. Yet he seems to be dealing with the situation with his usual air of arrogance, saying "It is just a pair of lucky boxer shorts that I used in the first game as well and have used before the tournament. I didn't know I was breaking any rules but I am aware of that now."

It is expected that the striker will depart Arsenal over the summer, with the German Bundesliga a likely destination for him.

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