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FIFA has said criminal charges have been filed against a
beer company which conducted an 'ambush marketing' campaign during
Monday's Holland v Denmark World Cup match.
A group of women wearing orange mini-dresses, linked to a
promotional campaign being run by Bavaria Beer, were ejected from
Soccer City stadium after their actions were deemed to be part of a
stunt to promote the brand, which is not licensed by FIFA.
ITV has sacked pundit Robbie Earle after tickets given to him
which were intended for his friends and family found their way into
the hands of the women.
FIFA head of media Nicolas Maingot said on Wednesday: "FIFA has
filed charges against the organisers of the ambush marketing stunt
pulled during the Netherlands v Denmark match at Soccer City two
days ago.
"No charges have been brought against the young women used in
this illicit activity. The matter is now under criminal
investigation and the South African Police Service (SAPS) is
proceeding as per the normal legislation."
FIFA media spokesperson Delia Fischer added: "This Dutch company
has a long history of trying ambush marketing tactics at sports
events. 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."
Earle said on Tuesday: "I have absolutely no connection with any
marketing ambush agency and have not profited in any way from these
tickets."
Reports on Wednesday claimed that two of the women have been
arrested and bailed.