Dutch courage

Bavaria beer has given the world another textbook example of how to use ambush marketing to best advantage – by making organisers angry enough to react. The vast majority of spectators and TV viewers would have had no idea that a group of pretty girls wearing orange minis at the Holland/Denmark game were anything more than enthusiastic Dutch supporters. But because of FIFA’s reaction, the whole world now knows about Bavaria beer, which is definitely NOT the official WC sponsor.
Reports conflict somewhat, but apparently the whole group was removed from the stadium. The two ringleaders have already appeared in the special world cup criminal court, where they were released on bail of R10 000 each (about $1200) and had to forfeit their passports. They face fines of up to R5 000 and a maximum of three years imprisonment for contravening s 15A of the South African Merchandise Marks Act. The Dutch ambassador has been involved, and the incident has been reported worldwide(also on IPKat here). Read more about it here.
Beer, soccer, or ambush marketing fans might remember that Bavaria pulled a similar stunt at the 2006 Soccer World Cup, where a group of Dutch men, wearing orange lederhosen, were forced to strip to their underwear before being allowed into the stadium. Comments posted about the story indicate some regret that a similar fate was not visited on the current ambushers!