Anheuser-Busch Inbev is one of FIFA's eight "second-tier" World Cup sponsors, giving it exclusive sales rights. A Fifa spokesman, meanwhile, swears blind that the miscreants were allowed to stay in their seats until the end of the game, and that they were "young South African women being used by a large Dutch brewery".  At last, a human rights cause to draw even the most rugby-obsessed Afrikaner into the World Cup: some Dutch-effect women have been detained for wearing orange dresses at Soccer City.
– Dozens of Dutch football fans in miniskirts were escorted from a World Cup stadium and questioned for hours over what FIFA soccer officials say was an ambush marketing stunt. The 36 women wore orange dresses sold by Dutch beer maker Bavaria. The outfits had no branding on them apart from a small tag, but FIFA officials say the women were being used by the Dutch brewery to undercut Budweiser's exclusive sponsorship deal, the Guardian reports. "They tried to scare us by telling us that we had committed a crime, and that we had broken a law and that we could get six months jail for breaking this law," one of the women said. "Some girls were really scared, they were crying and calling their parents." A British TV pundit was fired for having supplied the miniskirted crew with tickets. Photos of the young women were splashed all over the front pages of South African newspapers the next day, proving the dangers of trying to crack down on ambush marketing, analysts tell AP.