Sexy Beer Models Posing As Dutch Fans Kicked Out Of Stadium, Get Pundit Canned

What started off as a brazen, sultry publicity stunt for the Dutch beer company Bavaria has quickly turned into quite the controversy over in South Africa, resulting in 36 lovely ladies posing as crazed Dutch fans wearing the traditional orange typically worn by Netherlands fans – only much skimpier – getting ousted from the stadium during the match with Denmark and has left one soccer pundit for British network ITV without a job.

Well known soccer analyst Robbie Earle has been unceremoniously relieved of his duties by ITV after it was learned that the models gained access to the stadium via tickets Earle provided for friends and family which were subsequently passed on to a third party for “unauthorised purposes.” The issue at hand is Budweiser is the official beer sponsor of the World Cup and no other beer company is allowed to promote itself within World Cup stadiums.

From a report in the New York Post:

The group of young Dutch women was detained for several hours for wearing the outfits which, according to local newspaper The Star, were sold with Bavaria Beer packs in the Netherlands during the run up to the World Cup.

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

“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 newspaper reported.

FIFA said the women were, “used by a large Dutch brewery as an instrument for an ambush marketing campaign,” although the dresses were not branded.

Quite the ruse, wouldn’t you agree? Too bad it didn’t work out as well as planned. Now some poor bloke is out of a job and World Cup attendees are still forced to drink crappy Budweiser. Damn those sneaky Dutch bastards, with their sexy models and tasty beer.

The orange ambush: How 36 stunning models posing as Holland fans gatecrashed the World Cup for a beer ad [The Daily Mail]
UK broadcaster fires pundit after Dutch beer babes held at World Cup [New York Post]

Use your ← → (arrow) keys to browse


  1. Dave

    June 15, 2010 at 5:09 pm

    Brilliant work FIFA. You’re worried about their advertising. Kicking them out of the game and making it an international story accomplished that for them far more than letting them sit there would have. Oops.

  2. Craig

    June 15, 2010 at 5:33 pm

    These chicks can’t be there, but 25,000 of those damn horns are OK. What’s wrong with this picture?

  3. Jacob

    June 16, 2010 at 12:45 am

    How silly by FIFA doing this gives Bavaria more media attention than they ever would have gotten if they sexy gals had of just been left alone. now people who didn’t watch the game and those like myself who think that soccer is a game for fairies and bad actors so don’t watch at all suddenly care about Bavaria.

    Bavaria Beer – 1 FIFA – 0

  4. John

    June 16, 2010 at 4:20 am

    Was there a logo on the dresses??? Or was my attention draw by something else??
    I totally missed out on the advertisement campaign of Bavaria, but already because of all the hassle it caused with the girls during the pre-WC2010 training games. I now know it is a dress sold by Bavaria.
    Fifa better hadn’t done this, in my opnion the girls were more interesting to look at than the game the orange machine showed us this monday.

  5. BigAl

    June 16, 2010 at 8:01 am

    how ridiculous. grow up Budweiser

  6. Ray In PV

    June 16, 2010 at 10:01 am

    Listen everyone, Bavaria knew the models would be kicked out, that was the plan. World Cup rules state that you have to remove anyone who is advertising a product that has not been authorized to be advertised during a World Cup match. So Bavaria knew this and just said to the models, once you get kicked out, which you will, look for the reporters, talk to them and show them the tiny tag on the dress that says Bavaria.. and here is your check pretty model.. Thank you!

  7. Doug

    June 16, 2010 at 12:52 pm

    The REAL tragedy here is that these are the only pictures you could come up with? That’s just pathetic!

  8. bobby

    June 16, 2010 at 12:54 pm

    these gals did nothing wrong-they were ticket holders-can wear whatever they like as long as no marketing – what if they had all worn soccer jerseys- what if next time they wear orange African apparel -what constitutes what someone may wear – note the television has shown throngs wearing African attire which is more revealing than what the Dutch gals were wearing – many dancing in skimpy outfits to beating drums -with many gawkers – what constitute what ? did their clothing state beer or have any wordings as to any form of marketing – ask the average joe “who are those gals marketing for?” answer who cares, I don’t know, in other words nobody would make the connection or be able to identify with any company, therefore: let the games be fun, enjoyable to all, and have an overall good time!!! FAIR PLAY

  9. nemo

    June 16, 2010 at 6:33 pm

    Budweiser tastes like piss. The girls did no advertising so there will be a lawsuit.

  10. Sooze

    June 16, 2010 at 8:51 pm

    No only does Budweiser taste like pee, it also hates beautiful blonde women.

  11. DL

    June 18, 2010 at 5:21 pm

    Think that will seriously cut into their sales in Minnesota, Sooze?

  12. B.J. Krol

    June 20, 2010 at 6:37 am

    Bad move from a bad beer company.
    After they performed the same move on a friendly match weeks before, with the same results (Heiniken is sponsor of the Dutch league KNVB) they should have known that the endresult would be bad.
    Come on, can’t these guys make a good comercial themself?
    No class whatsoever. But from bavaria, sounds right!!

  13. ryan

    June 29, 2010 at 5:54 pm

    the police just wanted a little action :P

  14. Lynn Kristle

    July 5, 2010 at 6:54 pm

    I doubt it will help. Bad beer is bad beer.

  15. Porter Dreith

    December 26, 2010 at 11:37 pm

    Thank you for the superb information, It was just what I was intereste in

  16. jobs in graphic design

    February 17, 2011 at 10:16 am

    I do not agree with this blog post. Nonetheless, I did searched with Bing and I’ve found out that you’re correct and I had been thinking in the incorrect way. Continue publishing quality material like this.

  17. Holland

    February 17, 2011 at 8:59 pm

    Commerce, excessive consumption, anything American, all very bad.

    Girls and everything else from Holland, all very good.

  18. Lord of Sins

    May 17, 2011 at 10:48 am

    Oh my lord…..

    The blog that will conquer the world:


Leave a Reply