Don't Wear That to a World Cup Match

Tuesday, Jun 15, 2010  |  Updated 1:20 PM CDT
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Don't Wear That to a World Cup Match

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JOHANNESBURG, SOUTH AFRICA - JUNE 14: Dutch fans celebrate during the 2010 FIFA World Cup Group E match between Netherlands and Denmark at Soccer City Stadium on June 14, 2010 in Johannesburg, South Africa.

FIFA has denied reports it detained dozens of women for wearing orange mini-dresses at a World Cup match in what it says was an ambush marketing scam for a Dutch brewery.

More than 30 young, blonde fans attended the Netherlands match against Denmark at Soccer City on Monday wearing skimpy dresses in the country's national color. The outfits are the symbol of a beer advertising campaign back home. FIFA spokesman Nicolas Maingot says none of the women were arrested or detained for questioning.

But Maingot says FIFA officials did ask the women about "clear ambush marketing." FIFA rules allow only its official commercial partners to use the World Cup for advertising. Maingot said FIFA was looking into "all available legal remedies" against the brewery, which is Bavaria NV.

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