A World Cup publicity stunt performed by a Dutch brewery has led to a series of arrests, the loss of an ITV job, and threats of legal action.
The gimmick was designed to catch media attention, which it was able to do if not in a good light. The stunt involved 36 women dressed in orange mini-dresses that are the trademark of the Dutch Bavaria brewers.
The women sat at the stands of the Netherlands versus Denmark match at the South Africa South City Stadium and as they had hoped, the cameras caught them on film in shots that would attract the attention of global editors.
Once those in charge caught wind of what was occurring, all of the ladies were kicked out of the stadium and two were arrested for being behind ‘unlawful commercial activities.’ A Fifa spokesman stated that they are looking into what type of legal action can be pursued against the Dutch brewery.
In an interesting twist to the story, Wimbledon and ex-Jamaica midfielder Robbie Earle was relieved of his duties as an ITV pundit and as a formal ambassador for the 2010 World Cup bid by England, after claims were alleged that the crowd of orange girls were able to enter the stadium via tickets he was supposed to give out to friends and family.
Although the entire incident may seem a bit trivial to be concerned with, Budweiser, the authorized beer of the World Cup paid millions for exclusive promotion throughout the World Cup.