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Police Arrest Two Women Over Ambush Marketing At World Cup

The Guardian, Wednesday, June 16, 2010 10:41 AM

South African police yesterday arrested two women they charged with organizing an ambush-marketing stunt for family-owned Dutch brewer Bavaria at a World Cup match between Holland and Denmark earlier this week. During the match, 36 women dressed in skimpy orange dresses -- the color of the brewery -- were ejected from Soccer City stadium.

Budweiser is the official beer for the tournament and FIFA, world soccer's governing body, fiercely protects its sponsors from brands that are not its partners, Owen Gibson reports. Ambush marketing is a criminal offense in South Africa and the women face three charges, according to a police spokesman: contravention of the Merchandise Mark Act and contravention of two sections of the special measures regulations."

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beer, beverages, guerilla marketing, legal, soccer, sports, women

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