What Dutch Brewery arranged an 'ambush marketing' appearance of 36 orange-clad dancing women in the Denmark v Netherlands 2010 World Cup game audience, attracting complaints from FIFA, and massive publicity?
Ambush marketing team, distributed and branded by Bavaria Brewery—because they infringed on the exclusive beer sponsorship rights owned by Anheuser-Busch. Officials distributed orange-colored shorts to fans affected by the requirement. Bavaria Brewery was again accused of ambush marketing at the 2010 FIFA World Cup, when 36 female fans were ejected from a game (along with the arrest of two, later released, accused of violating the Contravention of Merchandise Marks Act) for wearing unbranded orange miniskirts that were provided by Bavaria; Sylvie van der Vaart, wife of Dutch player Rafael van der Vaart, had modeled one of the miniskirts in an advertising campaign
Swinkels Family Brewers to be an act of ambush marketing by FIFA as Swinkels Family Brewers, which was not a corporate sponsor, had not paid any money to be an official event partner. With pre-warning from FIFA officials, staff at the game versus Ivory Coast asked fans to remove the overalls upon entrance to the game and provided orange replacement shorts without any logo. During the 2010 FIFA World Cup, 36 women clad in orange miniskirts went to the Netherlands vs Denmark match in Johannesburg, using tickets supplied at least in part by British ITV pundit and ex-footballer Robbie Earle. Tournament officials evicted