I’ve been enjoying the Euro 2012 soccer tournament this past week.
Personally, I prefer it to the World Cup – not as many teams there making up the numbers and so far all the matches have been entertaining to watch.
None more so than Denmark vs Portugal on Wednesday that ended 3-2 to the Portuguese.
However, it’s not the result the media are going crazy about…
It’s Denmark striker Nicklas Bendtner’s boxer shorts!
Let me explain:
Bendtner, the self-confessed “best player in the world”, scored twice against Portugal but to celebrate his second goal, he lowered his shorts to reveal his underwear, sponsored by Irish bookmaker Paddy Power.
Euro 2012 organisers UEFA are up in arms as they have strict codes on sponsorship deals and the official partner bookmakers of the tournament, Ladbrokes, rightly feel aggrieved about it too.
It’s known as “ambush marketing” and is taking place at major sporting events with increasing regularity.
Paddy Power, some two years earlier, put up an advertising hoarding taller than the famous “Hollywood” sign that spelled out it’s company name in order to gatecrash the Cheltenham Gold Cup horse race.
And, at the World Cup in 2010, Dutch brewer Bavaria hired 30 plus attractive females to wear eye-popping orange mini dresses to draw attention to themselves while standing in the crowd during Holland vs Denmark.
Right or wrong, against the rules or not…
You have to admit it’s a bold and creative way to market your brand!
It’s also possible to use “ambush marketing” techniques in your online business too…
And you don’t need a five figure budget for each “stunt” either!
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