(CNN) -- UEFA's decision to fine Denmark striker Nicklas Bendtner for revealing a sponsor's name on his underpants during a Euro 2012 game may have opened a can of worms for football's European governing body. Bendtner was fined $126,000 and banned from playing in Denmark's next competitive game for flashing his sponsored waistband as he celebrated a goal against Portugal. For Irish bookmaker Paddy Power, who has announced it will pay the fine on Bendtner's behalf, the hefty fee probably represents good value for the publicity the stunt has gained. Already, Paddy Power has announced on its website that Bendtner was wearing "lucky pants."
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Denmark striker Nicklas Bendtner fined $126,000 and banned for one international match
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Fine follows striker revealing sponsor's name on waistband of his underpants
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Stunt means sponsor Paddy Power's brand exposed to global audience of more than 100 million
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Sports business expert Professor Simon Chadwick warns "ambush marketing" can backfire
"As the reasoned decision concerning the Bendtner case has not been sent to the player yet, we are not in a position to comment on the matter," said @placeholder in a statement.