World Cup 2010 just ended few weeks ago and as usual it has so many controversies as it always does but there is one of the most exciting had nothing to do with what was taking place on the pitch during a game between Holland and Denmark it was noticed by officials inside the stadium where there are 36 female fans were standing together wearing orange miniskirts (the color worn by the Dutch team). As it turned out, these fans were wearing advertising placed by the Dutch-brewer Bavaria and soon they were ejected from the stadium. It was the latest in a growing series of “ambush marketing” campaigns by the brewery. Dutch-brewer Bavaria put the word guerrilla marketing on everybody lips.

The reason for this title is that the World Cup has its own “beer sponsor”, which is a different company than Bavaria. By the policy written down by the sport’s governing body, it is prohibited for any other companies in specific sectors to promote inside the stadium if that sector is already represented by another company. So, technically Bavaria has broken the regulations set by sport’s governing body by advertising a competing brand.

Now, many will think that could be some bad news about them and they might end up being sued or any such things. Of course they got banished from the stadium but the end result of all of this is Bavaria brewery got a FREE major publicity boost by being mentioned in newspapers the world over, often in articles decrying the corporate stranglehold on the sporting world. Although they had not paid anything like the amount claimed by the governing body to market their product but they had received plenty of good publicity which is the point of ambush marketing. Whatever you think of their tactics, they worked splendidly.

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