South African police have arrested the organisers of the ambush marketing stunt that led to 36 women dressed in orange to promote a Dutch brewery being ejected from Soccer City earlier this week.
"Fifa has filed charges against the organisers of the ambush marketing stunt during the Holland v Denmark match here at Soccer City two days ago," said a Fifa spokesman, The Guardian.
The women were reportedly accused of 'ambush marketing' for Bavarian Beer, although none of the clothing items they wore had any names, slogans or symbols of the brewer on them. The official brewing sponsor of the 2010 World Cup is American giant Budweiser.
But according to UK newspaper The Mirror, the orange dresses were the same type given away in Bavarian Beer gift packs during the brewer’s pre-World Cup promotion.
FIFA officials said the women were also guilty of using corporate hospitality tickets, which are given to VIPs and only to be used by them, their family and friends, The Copenhagen Post.