At the game between Holland and Denmark on June 14 the Danish wore red, but they were far outnumbered by the orange of Holland fans. So I didn't notice that there were 34 young blonde women seated together near the field wearing identical orange dresses. Neither did I notice when they were surrounded by stewards and forcibly removed from the stadium for “ambush marketing.” Apparently, the dresses each bore a tiny logo of the Dutch beer company, Bavaria.
The problem with those dresses was that American beer manufacturer Budweiser had paid FIFA a lot to be the official beer of the 2010 World Cup, and therefore no other beer was allowed to be sold in the stadiums and no other beer label was allowed to be promoted there either.
The 2006 World Cup in Germany had a beer problem, too. Budweiser had paid $40 million to hold exclusive rights at that event, but the Germans refused to drink only a US beer while watching their countrymen play soccer. Eventually, under local pressure, Budweiser allowed German beer company, Bitburger, to sell its brew at stadiums, but only in unmarked cups.