ISC Supports UEFA Fine and Ban on Bendtner For Euro 2012 Ambush Marketing Incident

The International Sponsor Council, world trade association for corporate sponsors, supports UEFA's decision to ban Denmark forward Nicklas Bendtner for one international match as well as giving him a Eur100,000 fine.
 
 
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June 19, 2012 - PRLog -- ATLANTA, Georgia. - The International Sponsor Council, world trade association for corporate sponsors, supports UEFA's decision to ban Denmark forward Nicklas Bendtner for one international match as well as giving him a Eur100,000 fine for Bendtner’s improper showing of the logo of a betting company that is not an official Euro 2012 sponsor.

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’. The ISC actually finds this to be the exact nature of the betting company’s actions. We all need to work hard at producing positive impact on the world and stunts like this are irresponsible and should be heavily criticized.”

“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.

Media Contact:

International Sponsor Council
Terry Cecil
678-624-2628
tcecil@sponsorcouncil.com
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