During the Netherlands' first World Cup match in South Africa, a presumed ambush marketing campaign by the Dutch brewery Bavaria and the countermeasure by FIFA attracted public attention: 36 women in orange clothes were sitting on the pitches near the edge of the pitch, making a noise and singing, so that the television cameras took them into the picture several times. Since FIFA employees accused them of secretly promoting a brand of beer that was not one of the official sponsors, they were surrounded by 40 stewards in the second half and forced to leave the stadium. After a questioning by FIFA, the women were also interrogated by the police: “ The police came and kept on asking us the same questions over and over, asking if we worked for Bavaria. They said we were ambush-marketing and it was against the law in South Africa. They said we would be arrested and would stay in jail for six months. Girls were crying. It was bad. “ FIFA denied arrests, but declared that it wanted to exhaust all legal possibilities against the Bavaria brewery, which had already attracted attention in 2006 with an ambush marketing attempt at the Netherlands-Ivory Coast game .
After FIFA investigations into the origin of the accused women’s tickets, the TV broadcaster ITV dismissed its football expert Robbie Earle for allegedly having illegally passed on certain tickets to third parties for family and friends. The Bavaria brewery had already spoken out in 2006 against the fact that the FIFA forced football fans to take off items of clothing that had unlicensed company logos on them. The women who were removed from Soccer City on June 14 and who, according to Bavaria, had no connection to the brewery, only wore orange dresses sold as advertising media with Bavaria products that did not bear any brewery logos. Brewery spokesman Peer Swinkels said that the Dutch simply like to wear orange on public holidays or major events: “ In my opinion, people should have the right to wear whatever they want. [...] And Fifa don't have a monopoly over orange. ”
Netherlands
Japan
Denmark
Cameroon
1-0 Agger (46th, own goal) 
de Jong, van Persie
Kawashima saves Tomasson penalty (81.)
