Dutch Brewery, Bavaria, Gets The Boot From World Cup

June 17, 2010
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Guerrilla marketing tactics are a time-old tradition when it comes to large sporting events. So, it was only a matter of time before guerrilla marketing made its way into the World Cup this year.

FIFA has made it blatently clear, however, that unauthorized, guerrilla marketing, often referred to as “ambush marketing”, tactics will not be allowed under their watch. Bavaria Brewery (Holland), was the first beer brand to catch some heat at the 2010 World Cup. At a match between The Netherlands and Denmark this past Tuesday, Bavaria unleashed a large group of women dressed in identical orange dresses into TV camera range. Claiming that these women were an ambusg marketing effort by Bavaria, FIFA first ejected the orange ladies, then set out to seek legal action against the Dutch beer company.

Apparently, this isn’t the first time that Bavaria has tried to pull this stunt at an international soccer match. According to Bavaria’s Facebook page, “At the 2006 FIFA World Cup, Bavaria Brewery caused controversy as up to 1,000 fans of the Dutch national football team donned orange overalls, called Leeuwenhosen, with the brewery’s logo on them. The Leeuwenhosen, given away with the purchase of Bavaria Brewery products prior to the World Cup, was deemed illegal by FIFA in that they employed ‘ambush marketing’ at an event where corporate sponsors pay large sums of money to be official partners. With pre-warning from FIFA officials, staff at the game versus Ivory Coast asked fans to remove the overalls upon entrance to the game and provided orange replacement shorts without the logo.”

It seems that Bavaria owes FIFA a huge thank you for calling them out. Had FIFA just let the supposed marketing tactic slide, Bavaria wouldn’t have received worldwide exposure through news outlets including The Huffington Post, Guardian and BBC.

About the Brewery
Bavaria Beer, Holland
Founded in 1719
Facebook Page

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