FIFA have said that criminal charges have been filed against a beer company which conducted an 'ambush marketing' campaign during Monday's Holland v Denmark World Cup match. A group of women wearing orange mini-dresses, linked to a promotional campaign being run by Bavaria Beer, were ejected from Soccer City stadium after their actions were deemed to be part of a stunt to promote the brand, which is not licensed by FIFA.
ITV have sacked pundit Robbie Earle after tickets given to him which were intended for his friends and family found their way into the hands of the women.
FIFA head of media Nicolas Maingot said: "FIFA has filed charges against the organisers of the ambush marketing stunt pulled during the Netherlands v Denmark match at Soccer City two days ago.
"No charges have been brought 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."
Earle hit back, saying: "I have absolutely no connection with any marketing ambush agency and have not profited in any way from these tickets."
Two Dutch women were arrested on Wednesday in relation to the alleged marketing stunt.
A South African Police Service spokesman said the women have been charged under the Merchandise Marks Act and under two sections of the Special Measures Act and will appear in court in Johannesburg this afternoon.