The Euros are well under way, however they are already sparking plenty of controversy both off the pitch and on.
During Wednesday June 13th's match between Denmark and Portugal, further debate was caused after Danish striker Nicklas Bendtner gave spectators a little more than they bargained for.
The Arsenal player celebrated scoring in his side's 3-2 defeat by revealing his green underwear
, which featured branding from Irish bookmaker Paddy Power.
Bendtner's actions were very much deliberate and part of an orchestrated marketing campaign.
After the match, Kevin Robertson from Paddy Power said: "I'm truly delighted for Nicklas, what a stunning performance tonight. 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 as positively, as the underwear exposure appears to be a clear violation of their strict rules on ambush marketing.
News brought to you by SockShop. Go On…Treat Your Feet
Never compromise on your underwear
guys and stock up at SockShop with some new boxer shorts with ultimate fit, comfort and support