• BBC News, Wednesday, June 21, 2006 3:15 PM

Marketers who think they can cash in on the popularity of the World Cup without paying the proper sponsorship fees had better think again. That's because stadium officials are being more diligent about preventing ambush marketing than ever, so much so that just last week, about 1,000 Dutch soccer fans watched the game in their underpants after authorities made them remove trousers emblazoned with the name of a brewer that was not an official sponsor. "Anyone can wear whatever they want but, if a company tries to carry out ambush marketing, (tournament organizer) Fifa must prevent that happening," Fifa communications director Markus Siegler told reporters. Part of the reason for their diligence is the high price tag that accompanies official sponsorship. For example, beer marketer Anheuser Busch is among 15 major companies to have paid up to $50 million each for the right to be official partners at this World Cup. The tournament is being played in 12 different cities in Germany and the sponsors are getting the most for their money in each one. Coca Cola banners cover the wire fence of the Fan Fest public viewing area in Stuttgart, while car maker Hyundai shows off its latest models at a stand by the entrance and the MasterCard logo is prominently displayed.

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