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]