Dutch beer babes held at stadium

15 Jun 2010

A group of 36 young Dutch fans in orange mini-dresses were detained for several hours at Soccer City stadium for wearing outfits designed by a Dutch beer company, The Star newspaper reported today, 15 June 2010.

The dresses were sold with Bavaria Beer packs in the Netherlands in the run-up to the World Cup, but football governing body FIFA accused the young women of staging an ambush marketing campaign, the newspaper said.

"We were sitting near the front, making a lot of noise, and the cameras kept focusing on us," Barbara Kastein told the paper.

"In the second half, about 40 stewards surrounded us and forced us to leave the stadium," she said.

They were taken to a FIFA office where police quizzed them about the dresses and asked if they worked for Bavaria.

More than three hours later, they were released and police said they would continue investigating, the paper said.

FIFA said the women were "used by a large Dutch brewery as an instrument for an ambush marketing campaign", although the dresses had no branding on them.

Budweiser, an official sponsor, is the only beer company allowed to advertise within the stadiums. FIFA fiercely protects its marketing interests, which are a major cash spinner for the organisation.

Source: AFP

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