Sponsors have the World Cup sewn up – or do they?

Mention the phrase World Cup in any advertising at the moment and risk the wrath of FIFA, who have trademarked every possible phrase related to the tournament.


And they and their sponsors, who have paid millions for the privilege, are on the lookout for anyone jumping on the football bandwagon.

Mars is already considering action against Nestle for allegedly passing off its Kit Kat campaign – Keep your fingers crossed for 23 English and an Italian – as a World Cup endorsed product.

But the innovators of guerrilla marketing have scored with the recent Bavaria Beer stunt, which saw 26 blond models attending the Holland vs Denmark game.

The girls, sporting orange dresses featuring QR codes, were ejected at half time and the company may now face legal action from FIFA, despite the fact the logos worn on the dresses were less than two inches long.

But the guerrilla tactics have delivered a winning campaign for the Dutch brewery with coverage appearing across the world.

Pity the poor baby who has just been named FIFA.