How ambush marketing ambushed sport

It was, the authorities claim, a gimmick cynically designed to capture the attention of the world's media - and, if so, it was wildly successful.

When 36 young women wearing orange mini-dresses associated with the Dutch brewers Bavaria entered the stands at South Africa's Soccer City Stadium for the Netherlands versus Denmark match, the cameras, predictably, turned towards them en masse, capturing shots that would grab the attention of picture editors worldwide.The reaction of those in charge was swift and ruthless.