UEFA have made Nicklas Bendtner pay a high price for showing Paddy Power on his drawers during Denmark's 3-2 defeat to Portugal but does the fine fit the crime? Other recent rulings issued by European football’s governing body on serious issues such as racism and crowd disorder have received lesser punishment.
The Sunderland player has been banned for one match and fined 100,000 Euros for displaying the logo of Paddy Power during a goal celebration a punishment the betting company has described as “hysterical and deeply cynical”.
The tournaments betting partner is not Paddy Power hence UEFA's action but such a large fine is out of proportion.
Bendtner exposed the waistband of his underwear displaying a Paddy Power logo to television cameras. UEFA charged the player with improper conduct with its Control and Disciplinary Body issuing the punishment on Monday.
The ban is set to take effect for Denmark’s first qualification game for the 2014 FIFA World Cup after the country exited Euro 2012 on Sunday.
Paddy Power said in a statement: “This is a hysterical and deeply cynical move by UEFA dictated by pure commercialism and is a far greater penalty than recent UEFA fines for far more serious incidents. We will be contacting Mr Bendtner to offer him our full support for his appeal.”