Will Bavaria Brewery pay for its ambush marketing at the FIFA World Cup? More details are expected to be revealed this week as criminal investigations of Monday’s Dutch dress incident at the Netherlands v. Denmark game continue.
Last week, a group of 36 women were held for questioning after appearing at the match in orange dresses from Bavaria. The stunt is considered ambush marketing by intrusion–taking advantage of an event’s publicity for marketing purposes while avoiding the cost of sponsorship. Bavaria’s competitor Budweiser is an official sponsor of the World Cup.
Two Dutch women said to have recruited over 30 local women in the scheme were arrested but were released on bail. They are scheduled to appear in court today (Monday). Under the Merchandise Marks Act, penalties for ambush marketing at designated events involve a fine or imprisonment, or both.
Earlier, British network ITV pundit and former football player Robbie Earle was sacked after it was discovered that match tickets intended for Earle’s family and friends were passed on to the marketing company handling Bavaria’s promotions.
According to FIFA, France and South Africa are among the first countries with anti-ambush marketing laws. FIFA denies having a hand in the arrests, which adds to the sports body’s unpopularity for its strict rules and the World Cup’s adverse impact on the local economy.
Tougher legislation and implementation of anti-ambush marketing laws are expected at the 2011 Rugby World Cup in New Zealand and the 2012 Summer Games in London.
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