Denmark striker Nicklas Bendtner fined $ 126,000 and banned for one international match . Score: 7 Stunt means sponsor Paddy Power 's brand exposed to global audience of more than 100 million . Sports business expert Professor Simon Chadwick warns `` ambush marketing '' can backfire .
Denmark striker Nicklas Bendtner fined $ 126,000 and banned for one international match . Fine follows striker revealing sponsor 's name on waistband of his underpants . Stunt means sponsor Paddy Power 's brand exposed to global audience of more than 100 million . Sports business expert Professor Simon Chadwick warns `` ambush marketing '' can backfire .