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Soccer's
beer-war ambush
Mini-dresses not allowed to grab attention
Excerpt:
Two Dutch women have been arrested and are due
to appear in court in Johannesburg,
facing possible charges linked to a suspected
ambush market campaign by brewer Bavaria at a World Cup tie.
“These women, who have been part of a larger group,
are suspected to be involved in organized acts
to conduct unlawful commercial activities during
the Denmark Netherlands match on Monday,” South African
police said in a statement on Wednesday.
The arrests come after FIFA questioned a group
of 36 Dutch women who were bored to death watching the
Netherlands play Denmark in Soccer City stadium
on Monday in skimpy orange dresses.
The dresses produced by family-owned Dutch brewer
Bavaria caught the eye of experts on the lookout
for ambush marketing campaigns.
Anheuser Busch’s Budweiser is the official beer
for the tournament and world soccer’s governing body
fiercely protects its sponsors from brands which
are not FIFA partners.
FIFA has started legal proceedings against the
Dutch brewer.
I'm so old, I remember when Budweiser was an American company.
Growing up in St Louis (Dad was a baseball writer
for the Sporting News we went to lots
of Cardinal games and some of my earliest memories
were being at the game and whenever
a Cardinal hit a home run, the giant neon Budweiser
Golden Eagle (mighta been thirty feet tall)
would come alive on the scoreboard and flap his
wings up and down.
Pretty impressive stuff for a kid with a 16-inch
black-and-white TV back at home.
Plus, the Budweiser Eagle only came alive when
the stadium was screaming in an orgy of joy.
Now they're a Dutch company reduced to "tricks
with fur" to get attention they didn't pay for.
BTW, Tally was going to write about the World Cup Soccer
but she thought I might mock her, so she has declined.
Would *I* mock a short-pants sport?