June 16 – Two of the alleged organisers behind the World Cup marketing stunt which cost ITV pundit Robbie Earle his job and led to him being axed as an ambassador for England’s bid to host the 2018 World Cup have been arrested in South Africa.
The two Dutch women were detained by the South African Police Service and face charges related to the ambush marketing campaign which saw 36 women wearing skimpy orange dresses attend the Holland versus Denmark game on Monday (June 14).
It is claimed the women, who used tickets provided by Earle, were at the match to promote a brand of Dutch beer in breach of FIFA guidelines.
A spokesman for the Dutch Foreign Ministry confirmed that two women had been detained.
He said: “The two were arrested in their hotel this morning and we are now trying to find out what they are charged with.”
They were later released on bail after paying 10,000 rand (£890/$1,316)and surrendering their passports,
FIFA head of media Nicolas Maingot said: “FIFA has filed charges against the organisers of the ambush marketing stunt pulled during the Netherlands v Denmark match at Soccer City two days ago.
“No charges have been brought against the young women used in this illicit activity.
“The matter is now under criminal investigation and the South African Police Service is proceeding as per the normal legislation.”
Earle was sacked immediately after it emerged that he had passed 40 tickets meant for his friends and family, to a third party.
As an ITV pundit he was allowed to purchase large numbers of tickets for friends but was prohibited from selling them on.
The Dutch brewer allegedly behind the marketing stunt, Bavaria, has denied attempting to cash in on the World Cup and has insisted the short orange mini-dresses which bore a small logo, had been given away with packs of beer.
It not the first occasion the company has fell foul of FIFA’s strict marketing laws.
Four years ago at the Germany World Cup scores of Dutch men watched the Netherlands play in a Stuttgart stadium in their underwear after stewards ordered them to remove orange lederhosen bearing the name of Bavaria.
South Africa has particularly strong laws to protect intellectual property and to punish “ambush marketing” where non-affiliated companies try to use the World Cup brand.
None of the women who wore the dresses have been charged but they were questioned by FIFA officials after being ejected from the game.
Earle was sacked by ITV and, as was exclusively revealed by insideworldfootball, dropped by an ambassador for England 2018 after his role in the affair emerged.
A source at ITV said: ”The women in the orange dresses were clearly not Robbie’s family or friends and he was in clear breach of guidelines.”
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