Blog: Chris MercerFIFA's mini-dress madness

Chris Mercer | 17 June 2010

FIFA has been thrashing about like a wounded animal this week, after having been ambushed by Bavaria's mini-dress marketeers.

It seems to have escaped the world footballing body's media and legal teams that zealously hunting down the organisers of the orange mini-dress stunt would backfire spectacularly.

By pressing charges, triggering a dawn police raid and generally flexing its corporate muscle, FIFA has weakened Budweiser's sponsorship hold on the World Cup more than Bavaria could have dreamed of doing.

All of the world's media is a-buzz with the 30-odd girls in orange mini-dresses who turned up at the Netherlands v Denmark game. And, many people who would otherwise have been ignorant of this marketing stunt now know that it was set up by Dutch brewer Bavaria.

What's more, no one feels sorry for FIFA.

The Dutch brewer, clearly moved by the plight of the women and willing to risk the story escalating further, released a bizarre statement yesterday (16 June).

At one point, it accused FIFA of "intimidating Dutch-dressed female supporters", but has implicated itself in the stunt by offering to pay all legal fees incurred by those arrested.

Granted, Bavaria has contravened Budweiser's exclusivity in World Cup stadiums, but FIFA is looking more and more totalitarian by the day.


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