Soccer: Bendtner faces UEFA action after flash

Denmark's Nicklas Bendtner shows his underpants with the writing 'Paddy Power' as he celebrates scoring his side's second goal. Photo / AP.

Danish striker Nicklas Bendtner could be facing UEFA action after brandishing a pair of bookmaker-labelled underpants during his side's 3-2 loss to Portugal today at the European Championship.

The ambush marketing stunt was an orchestrated campaign from Irish bookmaker Paddy Power and directly violates UEFA's regulations which ban any advertising on player's kits during the tournament.

Bendtner revealed the green briefs after scoring his second goal of the match to level scores at 2-2 before Denmark conceded a late winner.

Ken Robertson from Paddy Power released a statement congratulating the Arsenal forward on his impressive individual display.

"I'm truly delighted for Nicklas, what a stunning performance tonight," he said.

"I've no doubt that the luck of the Irish thanks to our lucky underpants helped him find the back of the net twice!"

UEFA are unlikely to react with the same enthusiasm on such a clear breach of their rules on marketing.

- Herald Online