FIFA protects World Cup 2006 sponsors from ‘Ambush Marketing’
June 22nd, 2006 Zeid Nasser (Admin)
As part of FIFA’s efforts to protect World Cup 2006 sponsors from ‘ambush’ or ‘hijack’ marketing by their competitors, FIFA took action against over 1,000 fans Dutch fans last Friday who arrived at Stuttgart’s stadium dressed in ‘branded’ clothing that promoted a Dutch beer company (Bavaria).
Seeing as American beer Budweiser is a sponsor of the World Cup, these fans were not allowed to enter the stadium, because millions of people would see them on TV promoting a competing brand.
They were given a choice to change their clothes or take them off.
So, the fans ended up watching the match in their underwear. It’s true.
You can read more about if at Soccernet or at the BBC webiste.
FIFA takes this matter very seriously, and still continues to screen fans entering stadiums.
These are the World Cup 2006 sponsors.
One of them is Emirates Airlines, so if any of you are at the World Cup and have a shirt with the logo of Elitihad, Gulf Air or any other airline, don’t wear it to a match. Unless you’d like to catch a cold 
Entry Filed under: Events, International, Sponsorship
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