The Royce Files

I had mentioned the ambush marketing campaign that Bavaria Beer did at the World Cup last week. To recap: women enter the Netherlands/Denmark match, they remove some attire to reveal orange mini-skirts which have a small name tag of the brewer attached. Said women are removed from venue and 2 are charged. Well FIFA has dropped the charges and settled with Bavaria with Bavaria agreeing to abide by FIFA marketing rules until 2022 and stop discussing the incident. This article gives  more detail . So Bavaria gets slap on the wrist. I find it surprising that other ambush marketing ploys haven't been "thwarted" in the same way. I have heard Pepsi is being sold outside many venues. Is Pepsi, not an official partner, involved in ambush marketing? Or can certain entities "get around" the laws here?   Another view FIFA's general statement concerning marketing and protecting sponsorship rights . About what the companys that are not official sponsors do So...

I am by no means an marketing expert but when a news story flashed across the wire concerning ambush marketing at the World Cup I was curious to know more. 30 women came to the Netherlands Denmark game dressed in orange skirts which were apparently tied to a give-away by an non-FIFA sponsor brewer (Bavaria). For an academic look at ambush marketing I read this article by Jason Schmitz . It also took a bit of turn when it was discovered that an ITV commentator bought the tickets for these women in orange skirts even though FIFA stipulates such bulk ticket purchases should be for friends or family. Bavaria denies any wrongdoing.  The South African police view these marketing infringements "in serious light," according to a statement. So if 30 fans showd up in the same orange strip of the Holland team which was acquired in another non-sponsor giveaway would police act the same? Maker of the jersey, Nike, is not an official sponsor or partner. If they want to be consistan...