Guerrilla campaign could be costly

The GAA could be the latest sport this year to be hit by Paddy Power guerrilla marketing.

On Twitter yesterday, London captain Sean McVeigh posted a photo of a male wearing a pair of green boxer shorts carrying the bookmakers’ logo, right.

In reference to today’s All-Ireland SFC qualifier between London and Antrim in Ruislip, McVeigh tweeted: “Free advertisement tomorrow @paddypower #londonvantrim”.

Earlier this month, Denmark striker Nicklas Bendtner was fined €100,000 and banned for one game after displaying the same branded underwear when celebrating a goal against Portugal in Euro 2012.

In the wake of the ‘Hurley-gate’ affair in 2003 when Cork and Wexford players used hurleys emblazoned with the bookmakers’ logo, the GAA tightened their sponsorship rules. An individual found to have breached the rule faces a 24-week suspension.