From Stuff and others:
BERLIN: Hundreds of Dutch soccer fans had to watch their team’s 2-1 World Cup win over the Ivory Coast in their underwear in Stuttgart on Saturday (NZ time) after stewards at entry points to the stadium rumbled an ambush beer marketing ploy.
The Netherlands supporters all turned up in garish orange lederhosen displaying the name of Dutch brewery Bavaria and were ordered to remove them by stewards before being allowed to enter the Gottlieb-Daimler-Stadion.
They then went into the match and watched it in their underwear.
Anheuser Busch’s Budweiser is the official beer for the tournament and world soccer’s governing body, Fifa, fiercely protects its sponsors from brands which are not Fifa partners.
Peer Swinkels of the Dutch brewery, said it was “absolutely ridiculous” and “far too extreme” to order the fans to take off their lederhosen and said the brewery had complained to Fifa.
“I understand that Fifa has sponsors but you cannot tell people to strip off their lederhosen and force them to watch a game in their underpants. That is going too far.”
Most people had hopefully been wearing orange underwear, he added, denying that the trousers were an ambush and describing them instead as a Dutch nod to German culture.