Underwear Morality

Given that for the last several years exposing underwear was a fashion statement in certain circles, this story from Europe comes as a surprise:

Niklas Bendtner, of Denmark, was fined more than $100,000 for revealing his undershorts in Portugal. He said, “I didn’t know I was breaking any rules.” In fact, Bendtner didn’t break the law; and he wasn’t on the street, so the fine wasn’t levied by the government. Instead, his public indiscretion was performed as he raced around a soccer field after scoring a goal for his national team against Portugal in a Euro 2012 Group B match.

Indiscretion wasn’t what got officials’ attention, the way Brandi Chastain’s ripping off her soccer jersey did in the 1999 World Cup championship. Bendtner’s problem was the writing on the short’s elastic band that clearly visible for the world to see.

A racist comment? No. That wouldn’t have received such a severe penalty. The total sum levied for racist remarks by the EUFA didn’t match Bendtner’s fine and after issuing the fine the EUFA said that if, indeed the shorts were emblazoned with hateful speech, the fine would have been less severe.

What was it that caused such a harsh penalty? According to the UEFA Control and Disciplinary Body it was that Bendtner’s display of underwear amounted to unapproved sponsor advertising. Once Bendtner showed his underwear boldly bearing the words Paddy Power, his underwear was no longer deemed clothing but a moving billboard.

The soccer federation made it very clear that violating approved sponsorship contracts is a more serious offense that racism.

The disparity in fines is an embarrassment for the soccer federation but it is consistent with the logic of corporate capitalism that has come to dominate not only this game but many professional and high profile amateur athletic competitions.

What’s even equally disturbing is that the company Bendtner advertised, Paddy Power, is an online betting service. The nexus between sports and money couldn’t be clearer. There couldn’t be a better metaphor for the connection between money and sports than exposing a pair of sweaty underpants.

Footnote: Paddy Power agreed to pay Bendtner’s fine for him.