Monday, June 28, 2010
At the World Cup in South Africa, yet another Dutch brewer has clashed with FIFA and the authorities. Internationally renowned brewer Heineken intended to organise a publicity march towards a football stadium in Cape Town for hundreds of Dutch football fans donning an orange helmet. Faced with FIFA’s threat to call in the police, the brewer bowed to pressure and cancelled the controversial stunt.
Heineken’s orange helmet, the Pletterpet, is shaped like a South African miner’s helmet except it features a number of tiny flags and a not so small tooter which lucky fans can use hands-free. Heineken, one of the sponsors of the Dutch team, has made the helmet the centre-piece of a massive publicity campaign.
As usual, FIFA has agreed with the local authorities to ban all publicity in and around stadiums—except for FIFA sponsors. US brewer Budweiser is one such sponsor. The ban also affects other branches, such as car and shoe brands.
Okay, last week Dutch brewer Bavaria was the first to clash with FIFA. Mindful of the mostly male crowd, the brewer had clad its 'babes' in an orange mini-dress. But what about the FIFA appointed referees, which really disturbs the world champion ship?