( 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 . Ronaldo double dumps out Dutch , Danes also exit . `` For brands entering into sports sponsorship , it 's all about eyeballs , '' said Simon Chadwick , professor in sports business strategy at England 's Coventry University . `` It 's likely Bendtner 's celebration was seen by at least 100 million pairs of eyes worldwide so that represents a very cost-effective piece of sponsorship . `` The beauty of guerrilla sponsorship is not just in the execution but in the potential fallout and publicity that follows . The fact that Bendtner was fined and that we are all talking about it delivers value for money that other traditional methods could not provide . '' But there are potential downsides too , Chadwick warns , not least the fact that Bendtner 's fine eclipses the $ 31,000 UEFA fined the Croatian Football Federation for disturbances in their match against the Republic of Ireland . Recap 'Group of Death ' dramatic finale . The Russian Football Federation was on Monday fined $ 37,000 after the setting off and throwing fireworks , displaying illicit banners and the invasion of the pitch by a supporter during the Group A match against Poland in Warsaw . That punishment followed a fine of $ 150,000 and a suspended six-point deduction for the improper behavior of Russia 's fans during the match against the Czech Republic . Already , Denmark fans are questioning why their striker has been fined more for flashing his underpants than nations whose fans have been involved in serious crowd disturbances . Manchester United 's Rio Ferdinand , left out of England 's squad for the tournament , weighed in on the matter on Twitter , accusing UEFA of not prioritizing tackling racism . `` UEFA are you for real ? ? ? £80,000 fine for Bendtner for underwear advertising ... .all of the racism fines together do n't even add up to that ? ! '' the 33-year-old said via his official @ rioferdy5 account . `` UEFA are not serious ... Platini was a great player but him & his colleagues alienate themselves with exactly this type of rubbish # priorities . `` If racism made money for UEFA like advertising does do you think UEFA would take it as serious ? ? # priorities '' The Croatian Football Federation is also under investigation into alleged racist chanting by its fans in the match against Italy , and Chadwick warned : `` There is always a danger that people react adversely to a firm involved in ambush marketing and the real danger here is that the sponsor could become embroiled in a potential race row . `` The results of guerrilla marketing can be spectacular , but there is always the danger of becoming embroiled in a much broader agenda . In that sense , it is a bit of a gamble . '' As one of Europe 's fastest growing bookmakers , Paddy Power is well versed in what represents a worthwhile gamble . But it was quick to react to the punishment handed out , labeling it : `` A hysterical and deeply cynical move by UEFA dictated by pure commercialism . '' Chadwick tweeted in response that those comments could equally have been made by UEFA towards Paddy Power . UEFA 's Control and Disciplinary Body imposed the fine and suspension from the next competitive international match for which Bendtner is eligible , and has given the striker three days to appeal . But it 's not just UEFA that Bendtner has offended by revealing his lucky pants -- Paddy Power 's bookmaker rival Ladbrokes is an official sponsor of the Danish national team . One way or another , the story is unlikely to be over just yet -- and that is either good news or bad for the sponsor , depending on which way you look at it . `` 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 UEFA in a statement . Follow CNN 's Euro 2012 live blog with rolling commentary and live pictures of each day 's games .
the Czech Republic striker Simon Chadwick fined $ 126,000 and banned for one international match . Fine follows striker revealing sponsor 's name on waistband of his underpants . Stunt means sponsor CNN brand exposed to global audience of one . Sports business expert Professor Nicklas Bendtner warns `` ambush marketing '' can backfire .