FIFA Threatens To Sue Brewery, Because Dutch World Cup Fans Wore Orange

from the you-can't-do-that dept

FIFA, the organization that runs the World Cup, is notoriously aggressive in defending not just its own intellectual property, but those of any sponsors, while going to extreme lengths to crack down on any non-sponsor getting any kind of publicity whatsoever without paying. It's not unlike the Olympics in that manner. Of course, that leads to some absolutely ridiculous situations, like the one many of you are sending in about FIFA ejecting 36 Dutch World Cup team supporters for the massive sin of all wearing the same orange dresses. Why? Because the women all bought the dresses from a Dutch brewery, named Bavaria, so FIFA claims it was a viral marketing stunt by the brewery to capitalize on its IP without paying. In fact, FIFA is now threatening to sue. I'd love to see that lawsuit, because it's difficult to think of any sane reason why this should break any law. As someone from the brewery noted:

"Fifa does not have the monopoly on orange and people have the freedom to wear what they want."

What if a bunch of fans all just decided to wear the same things to show support for their team?

Of course, the really amusing part of all of this is that, without ejecting those women, I would bet most people would have had no idea at all that the orange dresses represented this brewery. Now, however, it's all over the press. Nice work FIFA. You just helped promote the brewery.

Filed Under: ambush marketing, dresses, fifa, orange, viral marketing, world cup
Companies: bavaria, fifa