Advertising is a tough business, and I don't have any pearls of wisdom on how to get consumers to buy your products, but I do know one thing: when given an opportunity to promote your competitor's products, don't. Apparently nobody schooled FIFA on that one, because the global soccer body, acting on behalf of World Cup sponsor Budweiser, did just that when they kicked out a gaggle of hot chicks during the second half of Monday's Netherlands v. Denmark match. The group of 36 comely female fans from Holland and South Africa was (allegedly) promoting Dutch brewer—and Budweiser competitor—Bavaria by wearing eye-catching orange dresses that were part of a Bavaria Beer pack sold during the run-up to the games. The ambush marketing stunt was abetted by British soccer pundit Robbie Earle, who provided a block of tickets to the girls who did nothing more during the match than hoot, holler, sing, and look hot. They didn't even have vuvuzelas!

Now, I know that Belgian-owned Budweiser paid hansomely for exclusive beer-advertising rights during the World Cup, and FIFA was duty-bound to quash any stunts by competitors, but by making such a spectacle of the girls' ejection, they accomplished the opposite of what they intended. Today, the Bavaria Beer Babes are gracing newspapers and websites around the world with their tales of innocence and rough treatment by officials. And I'm aware of a beer I didn't know about before, and I kind of want one right now.

I know there's a lot of money at stake, but since the babes were able to infiltrate the stadium, FIFA really should have waited until the game was over to confront them, if at all. The marketing message would have been lost on most viewers anyway. The dresses didn't have a beer logo on them, and orange is the color of the Dutch Royal Family, making them look like other Netherlands supporters, only way, way prettier. The cameras would have lingered over them during breaks in the action, tongues would wag, and it would be over. Instead, soccer fans weary of watching tie after tie after tie have a new story to spice up the games. It's almost like Bavaria planned it this way, and would have been disappointed if the girls weren't escorted out mid-match.

Now soccer fans the world over know a few things about Bavaria Beer, namely: 1. It exists. 2. It's a competitor to Budweiser. 3. It's associated with a group of gorgeous, blonde soccer babes with bright smiles and sun-kissed skin who got frog-marched out of Soccer City stadium in Johannesburg by 40 security guards just for supporting their team.

And Budweiser? They're the ones with the commercials with those big horses, right?

Sorry, Bud. Bavaria just slipped one past the goalie.