Sponsorship - UEFA Charges Bendtner over "Lucky" Underwear; Samsung, AFC Renew

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Nicklas Bendtner shows off his "Paddy Power" underpants. (Getty Images)
“Lucky” Underwear Breaks Sponsorship Rules

Danish striker Nicklas Bendtner was today charged with improper conduct by UEFA after flashing his “lucky” underwear in a goal-scoring stunt that broke multiple sponsorship rules.

He lowered his shorts to reveal Paddy Power branded pants after scoring his second goal against Portugal at Euro 2012 on Wednesday. The name of the Irish betting firm was printed around the band of his boxers.

UEFA policy prohibits any kit advertising during Euro 2012.

Bendtner is thought to have broken Law 4 relating to players' kit and equipment. UEFA's disciplinary body will hear the case on Monday.

Denmark lost 3-2 to Portugal.

Another betting company in Britain is actually a sponsor of the Danish national team, meaning Bendtner also broke the exclusivity clause of that contract.

“I was happy after having scored 2-2... so I celebrated like I normally do,” Bendtner said after the match.

“But it was not a conscious thing on my part. It was simply some underwear that give a little luck. I also wore them in the first match and have worn them before.”

According to Danish newspaper Ekstra Bladet, however, Denmark’s FA has asked Bendtner to don different underwear for their final group stage match against Germany on Sunday.

Samsung, AFC Renew

Samsung is kicking off its newly renewed sponsorship of the Asian Football Confederation with marketing campaigns around the continent’s final round of qualifying for the 2014 FIFA World Cup.

Iraqi player Karar Jassim, for example, won a Samsung Galaxy Note phone after being awarded “Man of the Match” honours for a recent 1-1 draw between Iraq and Jordan.

"Asian Qualifiers Final for World Cup 2014 provides Samsung an excellent opportunity to communicate and create strong emotional bond with Asian football fans. Samsung aims to enrich Asian football fans' passion and experience through our technology and our experience in football marketing," said Sunny Hwang, vice president and head of global sports marketing at Samsung.

Acting AFC president Zhang Jilong added: "We are delighted our friends at Samsung have decided, once again, to renew their relationship with the AFC which will enable football in our continent to continue to flourish.

The deal, dating back to 2005, will run through at least 2016 and will include the AFC U-22 Championships in 2013 and 2015 as well as the AFC Asian Cup 2015.

Another Supporter for Azerbaijan

Pasha Insurance is Azerbaijan’s fourth national supporter of FIFA’s upcoming U-17 Women’s World Cup.

“We are very happy with such an opportunity and are confident that FIFA, fans and spectators of the World Cup will be pleased with the results of our cooperation,” Pasha CEO Nofal Rzayev said at Thursday’s signing ceremony.

Chairman of the local organizing committee Elkhan Mammadov added: “We hope that as a result of our reciprocal partnership, Pasha Insurance will not only play a big role in developing women's football in Azerbaijan, but we will also do our part in turning the upcoming World Cup into an unforgettable memory in the history of international football.”

Pasha joins Bakcell, SOCAR and Xalq Bank as national supporters of the U-17 finals, scheduled for Sept. 22 to Oct. 13 in Baku and Lankaran.

By INSIDER's Matthew Grayson

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