Denmark striker Martin Bendtner fined $ 500 and banned for one international match . Fine follows for revealing Power 's name on waistband of his shorts . Stunt means ambush . Power 's name exposed to global audience of more than 100 million . 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 . Sports business expert Professor Simon Chadwick warns ` ` ambush marketing '' can backfire .
Denmark striker Martin Bendtner fined $ 500 and banned for one international match . Fine follows for revealing Power 's name on waistband of his shorts . Stunt means ambush . Power 's name exposed to global audience of more than 100 million . Sports business expert Professor Simon Chadwick warns ` ` ambush marketing '' can backfire .