(Image Source: The Sun )

 

BY BRIAN BONDUS

ANCHOR NEVILLE MILLER

One Danish football star is facing sanctions from Union of European Football Associations for a post-goal celebration. ITV has the play.

 

“A good and bad day for the Marmite footballer that is Nickalas Bendtner. Done, it seems, by UEFA for advertising on his underpants. I never thought we’d see that at the Euros, but a couple of goals.”

 

Bendtner had two goals for the Danes as they lost 3-2 to Portugal. After the second one, he raised his shirt and lowered his pants to reveal an advertisement for online bookkeeping site, Paddy Power. The Sunderland Echo quotes Bendtner telling his side of the story.

 

“I was happy after having scored to make it 2-2, so I celebrated like I normally do. It was simply some underwear that gave a little luck – I also wore them in the first match and have worn them before. It was just for myself.”

 

Paddy Power has received some criticisms in the past for its advertising campaigns. The BBC has the company’s defense of this demi-campaign.

 

“The company which the former Sunderland loanee was advertising on the waistband of his underwear said no money had exchanged hands and the underpants have been sent to several other unnamed players.”

 

UEFA took the action very seriously.   Super Sports explains why.

 

“European soccer's governing body, like world ruling body Fifa, has strict rules against ambush marketing with sponsors paying millions to be associated with the European Championship.”

 

Bendtner and the Danish team play their last Group B qualifying match Saturday against Germany.