FIFA planning legal action over so called ambush marketing

Описание: (16 Jun 2010) SHOTLIST
1. Mid of women wearing orange mini-dresses
2. Tilt up of woman in orange dress
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3. Wide of FIFA daily press briefing, with The International Federation of Association Football (FIFA) Spokesman Nicolas Maingot and the Local Organising Committee (LOC) spokesman Rich Mkhondo
4. Mid of Maingot and Mkhondo
5. Cutaway of cameraman
6. SOUNDBITE: (English) Nicolas Maingot, FIFA's spokesman:
"Follow up on the ambush marketing case which we talked about yesterday, FIFA has filed charges against the organisers of the ambush marketing stunt pulled during the Netherlands versus Denmark match here at Soccer City two days ago. No charges have been filed against the young women used in this illicit activity. The matter is now under criminal investigation, and the South African police service (SAPS) is proceeding as per the normal legislation."
7. Wide of reporters
8. Tilt up of girls wearing orange mini-dresses
9. Zoom-in of women wearing orange dresses
10. Mid of The Star newspaper, headline reading: (English) "Mini-dressed women held"
STORYLINE
The International Federation of Association Football (FIFA) is to take legal action against so called ambush marketing of the 2010 World Cup tournament.
Holland's Bavaria brewery, which uses the traditional orange colour worn by Dutch fans to promote its brand, paid for 34 girls to come to South Africa and arranged for them to go to their country's opening match against Denmark on Monday at Johannesburg's Soccer City stadium.
The girls initially dressed as rival Denmark fans. Midway through the first half they stripped off their Danish disguises, much to the delight of the crowd, revealing those eye-catching orange mini-dresses underneath.
They were escorted out of the Soccer City stadium on Monday, and claimed to have been interrogated for hours by football officials.
The girls said they thought the stunt was a harmless piece of fun, and that they didn't expect such a fuss to be made. But FIFA didn't see the funny side.
"FIFA has filed charges against the organisers of the ambush marketing stunt pulled during the Netherlands versus Denmark match here at Soccer City two days ago. No charges have been filed against the young women used in this illicit activity. The matter is now under criminal investigation, and the South African police service (SAPS) is proceeding as per the normal legislation," said Nicolas Maingot, FIFA's spokesman.
The problem was that small "Bavaria" tag on the side of the orange dresses, which FIFA views as infringing the rights of official partners and sponsors who have paid millions of dollars to advertise legally at the World Cup.
Only official partners are allowed to use the World Cup for advertising and promotion campaigns.
Companies such as Budweiser pay millions to have their names attached to the World Cup, and FIFA has plenty of incentive to protect its sponsors - almost 300 million (m) US Dollars worth.
According to FIFA's 2009 financial report, 97 percent of the federation's $1.06 billion (b) dollar in revenues came from TV and marketing rights, with sponsorship deals providing 277 million (m) US Dollars.

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