World Cup PR stunt has desired effect

When a large group of women turned up to the World Cup Holland versus Denmark game decked out in orange, it seemed at first glance to be nothing more than a garish display of football supporter loyalty.

When a large group of women turned up to the World Cup Holland versus Denmark game decked out in orange, it seemed at first glance to be nothing more than a garish display of football supporter loyalty. But FIFA officials saw things differently and during the second half the 36 women were thrown out amid accusations that the women were wearing identical orange dresses to promote an unlicensed beer brand.

According to reports in The Guardian, the women were accused of "ambush marketing" because FIFA only allows promotional activity by firms that have official Fifa sponsor status.

Bavaria beer, the company at the center of the incident,  initially denied the women had anything to do with them and noted, "FIFA doesn't have a monopoly on the colour orange."

But recent evidence, including the fact that the women all obtained their tickets via the beer company suggests otherwise

This PR stunt has sparked worldwide commentary, with talk of the beer company being fined. Nonetheless this particular stunt has had the desired effect – endless free publicity.

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