Blog: Olly WehringGood job they weren’t going commando

Olly Wehring | 19 June 2006

The deal struck pre-World Cup between Anheuser-Busch and German brewer Bitburger was a victory for common sense, in which a compromise was found to keep both sides satisfied. While A-B maintained the presence it had paid for in the stadia for the viewing public to see, Bitburger helped keep some of the beer available in the stadia German, thereby sating the locals’ demand for a local brew.

Job done. But a new row appears to have broken out in Germany on the brewer front.

Dutch brewer Bavaria has been playing the patriot card, offering consumers the chance to buy orange lederhosen – with the Bavaria logo on the front.

Last Friday, when Holland faced the Ivory Coast, over 1,000 Dutch fans in the stadium were told to remove their Bavaria trousers, as Bavaria is not an official World Cup sponsor.

“It’s ridiculous,” Sjoerd Schreurs, a Dutch supporter who had to take his trousers off, told the Guardian. “I queued for 25 minutes to get in. When I reached the front, an official told me: ‘You’re not getting in like that’. I took my trousers off. I watched the game in my pants,” he added. “Fortunately I had quite a long T-shirt.”


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