Irish online gaming firm Paddy Power on Tuesday said it would pay the UEFA fine imposed on Denmark's Nicklas Bendtner for flashing the sponsored waistband of his underpants during a goal celebration.
Sunderland forward Bendtner was on Monday slapped with a 100,000-euro (80,000 pounds $126,000) fine and a one-match suspension for the stunt, which happened during last Wednesday's match between Denmark and Portugal.
The punishment has been criticised as excessively harsh, with many detractors pointing out that European football's governing body had issued lesser penalties for more serious offences like violence and racist chanting.
The Dublin-based firm said on its website blog.paddypower.com: "We've decided to foot the bill for the fine. Paddy Power are paying Bendtner's massively over the top 100,000-euro fine."