Ambush marketing row hits World Cup

According to a Beeld report, they face statutory charges related to ambush marketing. Mirte Nieuwpoort (30) and Barbara Castelein (29) were allegedly part of a group of more than 30 women who were involved in an advertising campaign for the Dutch brewery Bavaria. The report notes Bavaria is a competitor of Budweiser, an official Fifa sponsor. The word Bavaria appears 'once, in very small print' on the skirts, the report notes. Fifa spokesperson Nicolas Maingot says the organisation has experts investigating ambush marketing. 'They draw the line on what is marketing and what is only a case of somebody wearing a T-shirt with a brand on it.' The case was postponed in the special World Cup court in Johannesburg to 22 June.

The Netherlands government has reacted with shock to the arrests and has complained through diplomatic channels. Foreign Affairs Minister Maxime Verhagen said 'the possibility of a prison sentence for the women is absurd.' If SA or Fifa wants to take on a company over unlawful marketing actions , they must start legal proceedings against the company and not against normal citizens who walk around in orange skirts,' he said. Full Beeld report See also a report on the News24 site

The women were recruited by a South African events company, according to Fifa. The football association said yesterday several SA women were among the group who were 'used by a large Dutch brewery as an instrument for ambush marketing', notes a report in The Mercury. The Bavaria beer company had hired a local events company to find about 30 women, who would pass for being Dutch, for the marketing stunt to promote its beer. But Fifa declined to name the events company involved in the campaign. Full report in The Mercury (subscription needed)