17 Jun 2010

FIFA starts legal proceedings against beer company

6:36 am on 17 June 2010

A South African court has given two Dutch women accused of a World Cup ambush marketing campaign for a brewer bail of 10,000 rand and postponed the case for a week.

The two were are linked to a suspected ambush market campaign and the arrests came after FIFA questioned a group of 36 Dutch women watching the match in Soccer City stadium in skimpy orange dresses.

The dresses produced by the family-owned Dutch brewer Bavaria caught the eye of experts on the lookout for ambush marketing campaigns.

Budweiser is the tournament's official beer and world footballgoverning body fiercely protects its sponsors from brands which are not FIFA partners.

Meanwhile, British TV pundit Robbie Earle has been sacked by ITV terrestrial television company after tickets found in the women's possession were traced back to him.