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.