FIFA brings criminal charges against a beer company
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World Cup 2010
FIFA brings criminal charges
GettyImagesBavaria's ladies enjoy Robbie Earle's ticketsFIFA has said criminal charges have been filed against a beer company which conducted an 'ambush marketing' campaign during Monday's Holland v Denmark World Cup match.
A group of women wearing orange mini-dresses, linked to a promotional campaign being run by Bavaria Beer, were ejected from Soccer City stadium after their actions were deemed to be part of a stunt to promote the brand, which is not licensed by FIFA.
ITV has sacked pundit Robbie Earle after tickets given to him which were intended for his friends and family found their way into the hands of the women.
FIFA head of media Nicolas Maingot said on Wednesday: "FIFA has filed charges against the organisers of the ambush marketing stunt pulled during the Netherlands v Denmark match at Soccer City two days ago.
"No charges have been brought against the young women used in this illicit activity. The matter is now under criminal investigation and the South African Police Service (SAPS) is proceeding as per the normal legislation."
FIFA media spokesperson Delia Fischer added: "This Dutch company has a long history of trying ambush marketing tactics at sports events. The latest target had been the Dutch national team itself, and the Dutch FA had already objected to the strategy employed by this brewery for ambush activities around the national team matches using the exact same promotional objects."
Earle said on Tuesday: "I have absolutely no connection with any marketing ambush agency and have not profited in any way from these tickets."
Reports on Wednesday claimed that two of the women have been arrested and bailed.