FIFA has detained dozens of Dutch women for wearing orange mini-dresses at a World Cup match in what it says was an ambush marketing scam for a Dutch brewery.
More than 30 young, blonde fans attended the Netherlands match against Denmark at Soccer City on Monday wearing mini dresses in the country’s national color. The outfits are the symbol of a beer advertising campaign back home.
The Dutch foreign ministry has asked the South African authorities to explain why 36 girls wearing orange dresses were forcibly removed from the stadium after yesterday’s World Cup match between the Netherlands and Denmark in Johannesburg.
The 36 girls – three Dutch and 33 South African – were wearing orange mini-dresses designed by Dutch brewing company Bavaria. The three Dutch girls were held and questioned for three hours.
Fifa ordered the girls, which it first described as a group of students from the same sorority, to be removed because they wanted to protect the official beer sponsor Budweiser of this World Cup.
Dutch fans are famed for their outlandish orange outfits but the group of women seated together, clapping and swaying in unison, and wearing the dress produced by brewer Bavaria caught the eye of experts on the look out for such campaigns.
Meanwhile, there are already five thousand orange mini-dresses were sold over the Internet.
Bavaria director Peer Swinkels find it ridiculous that the soccer girls have been arrested. “There is not even a logo on those dresses, so what are we doing wrong? Since when is there a dress code at games?
FIFA even considered to let the girls to pull out the dresses. But that was not done because “the officials feared that such action would create more publicity for Bavaria.
Lawyers of FIFA will investigate whether the orange dresses that a group of Dutch women wore during the World Cup match against Denmark, the Netherlands was a ambush marketing scam of brewer Bavaria.
Immediately after the match an investigation of the FIFA showed that a sizeable share of the tickets originally issued to ITV were used by the “Dutch Bavaria babes” during the game.