Moments of euphoria and anguish, tears of heartbreak and joy, this year’s World Cup provided them all in abundance. My favorite memory was surprisingly not the triumph of La Furia Roja, the return of Maradona, nor the god-like abilities of Messi. It was a group of miniskirt-wearing women.
A daring marketing ploy by the Dutch brewing company Bavaria saw of group of young women arriving in red outfits that seem to be in the Danish colours to the game between Netherlands and Denmark; then stripping off those outfits to reveal the orange dresses with the Bavaria logo underneath. In the second half, the young women were removed from the stadium, questioned by FIFA and then by the police before being released.
This is can be considered as an instance of ambush marketing, because the official beer of the World Cup is Budweiser. FIFA is seeking to protect its sponsor’s interests by forbidding any promotional activity by competitors that uses fans to advertise products.
While I admire the audacity of Bavaria, finding legal loopholes is a dangerous game to play. FIFA, likewise, finds itself in a dilemma. There are boundaries as to how far it can punish offenders, because prison sentences of up to three years under the law seem too harsh. In 2006, FIFA ordered fans wearing Bavaria-branded Leeuwenhosen in 2006 to take them off and watch the game in their underpants. Thankfully, that option was not chosen this year, or there might have been more than great footwork to boggle the eye.