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FIFA Shows Its Lack of Restraint in Forbidding "Ambush Marketing"

By Paul Levy

by Paul Alan Levy   

Earlier this month, I commented on FIFA's persistent abuse of soccer fans in its opposition to "ambush marketing" -- efforts by companies to associate their brands with major sporting events without paying for "sponsorship rights."  The local police have now helped FIFA bring its reputation to an all-time low.

During the 2006 World Cup, FIFA made a thousand fans remove their orange pants before entering a Netherlands game because their pants were provided by Heineken, which had not paid FIFA for the right to advertise a connection with the World Cup.  Instead, it is Budweiser that buys the right to be the official beer sponsor.  The result:  while waiting outside the Rustenberg Royal Bafokeng stadium to attend the United States' game against England last week, we had to drink that company's swill.  Imagine -- the US and England produce so many good beers! 

This year, FIFA has taken its absurd over-reaction to so-called ambush marketing to a new low, instigating the arrest of Dutch women wearing orange miniskirts provided by Dutch brewery Bavaria.

Has FIFA considered the Streisand effect? Hasn't Bavaria received far more coverage for its brand precisely because FIFA is being so silly?

Full post as published by CL&P Blog on June 18, 2010 (boomark / email).