Paddy Power agrees to pay £80,000 underpants fine

Nicklas Bendtner: Paddy Power to pay player's fine for underwear stunt
Nicklas Bendtner: Paddy Power to pay player's fine for underwear stunt

Paddy Power has agreed to pay the €100,000 (£80,000) fine handed out to Danish football star Nicklas Bendtner for wearing Paddy Power-branded underpants during Denmark's Euro 2012 match against Portugal last week.

The bookie has U-turned on its original stance, which was to back Bendtner's appeal to UEFA over the severity of the fine, without committing to pay out financially.

Now, however, Paddy Power has agreed to stump up the £80.000, claiming that it's what its fans want.

Paddy Power said it had been "inundated" with messages via social media suggesting it should pay the fine.

The company said: "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."

The fine and a one-match ban followed the Danish striker pulling up his football shirt to reveal Paddy Power-branded underwear during the match.

UEFA, the organisers of Euro 2012, took such exception to Bendtner's display during the game on 13 June, that they imposed the fine and match ban.

Bendtner claimed he was not breaking any advertising laws.

Denmark's football association is sponsored by Ladbrokes.

UEFA rules dictate that clothing, other than football kit, worn during the tournament must be free of any sponsor advertising.

Follow John Reynolds on Twitter @johnreynolds10



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug