06/18/2012 12:16 pm ET Updated Jun 18, 2012

Nicklas Bendtner To Pay $126,000 Fine For 'Paddy Power' Underwear

His goal was to ambush-market during the Euro Cup, but soccer star Nicklas Bendtner will pay a steep price.

Denmark's Bendtner has been fined 100,000 euros, or roughly $126,000, for flashing the name of an Irish bookmaker on his underwear during a June 13 match. The Danish striker will additionally not be allowed to play in a qualifying match for the next World Cup.

The punishment, which Bendtner has three days to appeal, was announced by the Union of European Football Associations on Monday morning.

During a loss to Portugal last Wednesday, Bendtner celebrated a goal by pulling up his shirt and pulling down his shorts to reveal the betting company "Paddy Power" on his green briefs. It was the latest instance of ambush-marketing, which organizers for the 2012 London Olympics are going to great lengths to prevent. Officials for all major sporting events have stepped up penalties for any company or shill that attempts to advertise without proper consent. Official sponsors can pay hundreds of millions of dollars to associate themselves with a sport.

One wonders how much Bendtner was paid by Paddy Power and if it was worth the little strip-tease.

Check out Bendtner's goal and ad-sponsored celebration below: