During Denmark’s loss to Portugal, Bendtner revealed his underwear to television cameras and the match crowd which prominently displayed the logo of the betting company. Unless successfully appealed, Bendtner’s ban will apply for Denmark's next 2014 World Cup qualifying match.
“This is an obvious ambush marketing attempt by the betting company and as a sponsor of other football programs, it knows better,” stated Terry Cecil, President & CEO of the International Sponsor Council, world trade organization for sponsors. “It has been reported that the betting company stated that the ban and fine is a ‘hysterical and deeply cynical move by UEFA dictated by pure commercialism’
“It is also unfair to compare this action by the UEFA to others it has to make concerning serious matters,” Cecil added. “It is necessary for the amount of the fine and ban to be considerable enough to prevent ambush marketers from creating and supporting these damaging incidents. The fact that a company would take advantage of this situation and try to influence fan mindset and behavior in an attempt to demean UEFA and its sponsors is unacceptable. Sponsors have an obligation to be a positive force and they should not be trying to influence athletes to undermine that position.”
Bendtner’s action has also been in conflict with the Danish Football association which has an agreement with official sponsor, Ladbrokes.
International Sponsor Council