Lviv: Nicklas Bendtner could face UEFA action for ambush marketing after he scored his second goal in Denmark's 3-2 loss against Portugal.
Bendtner's celebration Wednesday including lifting his shirt and dropping his shorts slightly to reveal a gambling firm's name on his underpants.
Minutes later, the bookmaker sent a Twitter message with a photograph claiming that Bendtner was wearing his lucky underwear.
UEFA regulations for Euro 2012 require that "all kit items worn during the final tournament must be free of any sponsor advertising.''
UEFA has sent a member of its marketing department to monitor each match for attempts to circumvent strict rules to protect official sponsors.
After the incident, the Danish FA has asked him not to wear those particular underpants in the next game against Germany. They must have been left particularly red-faced as they are sponsored by another betting company Ladbrokes.
Communications director Lars Berendt was quoted in this Guardian report as saying: "We have spoken to the player and he will not play in those (underpants) against Germany on Sunday."
Bendter responded by saying: "It is just a pair of lucky boxer shorts that I used in the first game as well and have used before the tournament. I didn't know that I was breaking any rules but I am aware of that now."
Well Nicklas, you've got to change them now!
With inputs from Agencies
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Updated Date: Jun 14, 2012 16:23:26 IST