World Cup Ambush Marketing Campaigns
At the 2006 FIFA World Cup, Bavaria Brewery got up to 1,000 fans of the Dutch national football team to don orange overalls, called Leeuwenhosen, with the brewery's logo on them. The Leeuwenhosen were given away with the purchase of Bavaria Brewery products prior to the World Cup. However the action was deemed to be an act of ambush marketing by FIFA as Bavaria, which was not a corporate sponsor, had not paid any money to be an official event partner. With pre-warning from FIFA officials, staff at the game versus Ivory Coast asked fans to remove the overalls upon entrance to the game and provided orange replacement shorts without any logo.
During the 2010 FIFA World Cup, 36 women clad in orange miniskirts went to the Netherlands vs Denmark match in Johannesburg, using tickets supplied at least in part by British ITV pundit and ex-footballer Robbie Earle. Tournament officials evicted the group en masse from the stadium upon which they were arrested and held by the Police. They were released upon talks between the management of Bavaria and FIFA.
Read more about this topic: Bavaria Brewery (Netherlands)
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