To UEFA, Wrong Underwear Far Worse Than Fan RacismBarry Petchesky6/18/12 3:25pmFiled to: Euro 2012Nicklas BendtnerDenmarkUEFAAdvertisingSoccerNews5EditPromoteShare to KinjaToggle Conversation toolsGo to permalinkKnow this: UEFA is very protective of its sponsors. (Here are the Euro 2012 sponsors, soulless corporations all, and you should avoid their products for the remainder of the tournament. Except possibly Ukrsotsbank PJSC.) Paddy Power, the Irish bookmaker, is just as corporate and just as interested in getting your money. But at least they have a sense of humor about the whole "advertising" thing. They work for my attention, from the "Chav-Free Cheltenham" campaign to the 108-foot Roy Hodgson statue keeping watch over the English coast. Their latest stunt? Sponsoring Danish striker Nicklas Bendtner's underwear, displayed to the world after Bendtner scored against Portugal last week.