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FIFA files charges on 'ambush' women

Article Published: Thursday 17 June 2010

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FIFA has filed criminal charges against Bavaria with the South African Police Service, accusing the Dutch beer brand of conducting ambush marketing activities during the World Cup on Monday.

Two Dutch women were also detained and face charges.

Organisers ejected 36 female supporters from the Netherland-Denmark tie in Johannesburg because they were wearing orange mini-dresses that were part of a Bavaria promotional campaign back in Netherlands.

"This Dutch company has a long history of trying ambush marketing tactics at sports events," FIFA spokesperson Delia Fischer told Sportbusiness.

"The latest target had been the Dutch national team itself, and the Dutch FA had already objected to the strategy employed by this brewery for ambush activities around the national team matches using the exact same promotional objects."

Police claimed the the two women, who used tickets provided by Robbie Earle, former pundit at UK commercial broadcaster ITV, were promoting the beer brand in breach of FIFA guidelines.

They were later released on bail after paying 10,000 rand (£890) and surrendering their passports.

At the Germany World Cup in 2006 scores of Dutch men watched the Netherlands play in their underwear after stewards ordered them to remove orange lederhosen bearing the name of Bavaria.




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