Four days ago, Denmark striker Nicklas Bendtner was fined $126,000 and suspended one game for revealing the logo of Paddy Power, Ireland’s largest bookmaker, on his jock in a goal celebration during his country’s 3-2 loss to Portugal.
The question on everyone’s mind—will Paddy Power show Bendtner support by paying the fine?—was answered earlier this week.
Yes. Yes they will.
Paddy Power announced on its blog it would foot the bill for Bendtner’s €100,000 fine, and they poked a lot of fun at UEFA in the process.
You may have noticed that, after solving all the social, political and race issues surrounding Euro 2012, UEFA set their sights on the real issue of Euro 2012—Nicklas Bendtner’s underpants. The Dane celebrated his second goal against Portugal by revealing a pair of much coveted Paddy Power Lucky Pants, much to the disapproval of the UEFA suits munching on their caviar sandwiches up in the corporate boxes.
Given the amount of worldwide attention this “controversy” has drawn, you can chalk this up as well-spent advertising dollars for Paddy Power, which is notorious for its unconventional and aggressive marketing tactics.