Nicklas Bendtner scored twice for Denmark before it ultimately lost 3-2 to Portugal in its second Group B match at Euro 2012. This was an impressive performance that was only surprising to everyone but Nicklas Bendtner, who has been championing Nicklas Bendtner for years, and one that brought his total to six goals in five matches against Portugal.
So what did Bendtner do to celebrate this confidence-affirming moment in football's second-biggest tournament? He did some advertising for a bookmaker with his underwear.
Yes, after scoring his second goal to bring Denmark back once again in the 80th minute, Bendtner lifted up his shirt and pulled down his shorts to reveal a pair of green underwear with the name of an Irish bookmaker on the waistband. According to The Mirror, this is likely to get Bendtner in trouble with tournament organizers and efficient money vacuum UEFA as it is a violation of their stringent rules on guerrilla marketing (read: if UEFA can't profit from it, no one can). UEFA requires that "all kit items worn during the final tournament must be free of any sponsor advertising."
The 24-year-old striker was previously known for a drunken incident outside a London nightclub where his pants fell down as he was escorted to his car, allowing paparazzi a view of his decidedly less lucky (and profitable) underwear. More recently, he demanded people give him free pizza on a night out back home in Denmark.
UPDATE: Bendtner has been reprimanded by the Danish federation for breaching their exclusive apparel deal by wearing the bookie boxers, though he says this wasn't an intentional marketing stunt. "It is just a pair of lucky boxer shorts that I used in the first game as well and have used before the tournament. I didn't know that I was breaking any rules but I am aware of that now," he told The Mirror. But in that case he's the one missing out. That kind of advertising during a major sporting event seen around the world shouldn't come cheap.
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