Fifa files charges over miniskirts

2010-06-16 11:49

Fifa has filed charges against organisers of a campaign that put 36

women in short orange dresses in Soccer City stadium, apparently to promote a

Dutch beer.

The women were detained during the Netherlands-Denmark match on

Monday and taken to a Fifa office where they say they were questioned for

several hours.

The dresses were sold with Bavaria Beer packs in the Netherlands in

the run-up to the World Cup.

Fifa spokesman Nicolas Maingot said: “Fifa has filed charges

against the organisers of the ambush marketing stunt pulled during the

Netherlands-Denmark match.

No charges have been filed against the women involved

in this illicit activity.”

The Dutch embassy in Pretoria made enquiries with South African

authorities “about the grounds on which our citizens were held,” foreign

ministry spokesperson Aad Meijer said in The Hague yesterday.

Three of the women were Dutch, he said, adding that no explanation

had been forthcoming by Tuesday afternoon.

Meijer said: “We are not aware of any South African legislation

that allows people to be detained for wearing an orange dress.”

Fifa said the women were “used by a large Dutch brewery as an

instrument for an ambush marketing campaign,” although the dresses had only a

small tag with the beer’s brand on them.

Budweiser, an official sponsor, is the only beer company allowed to

advertise within the stadiums. Fifa fiercely protects its marketing interests,

which are a major cash spinner for the organisation.

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