Outspoken Irish bookmaker Paddy Power have found themselves facing the discipline of European football's governing body after their latest stunt drew Michel Platini's wrath.


Danish striker Nicklas Bendtner has been banned for one competitive fixture and fined 100,000 euros for exposing sponsored underwear in Denmark's 3-2 Euro 2012 defeat to Portugal last Wednesday.

Paddy Power have run a very public marketing campaign before the competition, upping their TV advertising spend as well as orchestrating a couple of sponsored events - erecting a 100ft tall "Roy the Redeemer" statue (in the style of Christ overlooking Rio de Janeiro in Brazil) standing on the White Cliffs of Dover, as well as "attacking" Swedish "landmarks" such as Ikea or the Swedish Embassy with a giant vuvezela (a souvenir throwback of the 2012 South Africa World Cup, banned from stadiums in Poland/Ukraine).

But this latest piece of guerrilla marketing (courtesy of Arsenal misfit Bendtner) has had the most impact - the brand has been plastered over newspapers as well as it being beamed live across hundreds of televisions as Bendtner celebrated his goal by exposing his underwear. With brand ambassador Bendtner facing a hefty fine, Paddy Power have very publicly announced they would pay it - and draw unwanted attention to socio-political problems that UEFA is apparently unaware of.


Ken Robertson, Paddy Power’s "Head of Mischief " explained: “We pride ourselves on listening to our customers and what we heard loud and clear yesterday was that Nicklas Bendtner should not suffer as a result of UEFA’s double standards. We don’t believe that Nicklas should be penalised for nothing more serious than wearing his lucky underpants which in fairness was only a bit of fun.”

This style of advertising, a shock-tactic of ambush marketing, is certainly gaining Paddy Power notoriety at this tournament - providing a perfect exposé to market their outspoken brand and even having the audacity to take the moral high-ground and criticise UEFA over their handling of the racism issues at Poland/Ukraine.

On their blog, Paddy Power wrote:
"We can’t do anything about UEFA’s chilled-out attitude to racism or political oppression, but we can do something about the Pantsgate. We’ve decided to foot the bill for the fine. Paddy Power are paying Bendtner’s massively over the top €100,000 fine."
With the tournament preparing to enter the knock-out stages, it is not unthinkable that Paddy Power may yet have something else up their sleeve. Let us hope it doesn't draw the ire of UEFA officials.