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(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."
But a leading expert in sports business has warned that any form of "ambush marketing" has a danger of backfiring.
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