FIFAs handling of the Little Orange Dress incident makes Robert Green's glove gaffe against the USA pale into insignificance. If FIFAs aim was to capture the attention of the worlds media to a marketing stunt for a non-authorised beer then they have done a fantastic job, but somehow I dont think that was the intention!

Just in case you have been resident in another universe away from planet football the story is this. A group of 36 very attractive young women each wearing an orange mini-dress took their place together in the stands for the game at South Africa's Soccer City Stadium. Such a spectacle inevitably caught the attention of television directors and drew the cameras.

However, correctly suspecting this was a marketing stunt FIFA had stewards eject the group and arrested two of the women. The two women may well be charged with breach of laws designed to protect world cup sponsors. The incident has gone all the way to the Dutch Foreign Minister who has been openly critical of FIFAs handling of the incident. Was there any discussion with the Head of Communications before the ladies ejection? Was this scenario not discussed as a part of the planning for an event that has been trailed for so long and is so high profile? Obviously not.

Budweiser the official beer of the world cup have maintained a dignified silence through all of this, probably deciding that they do not wish to add fuel to the flames and wishing the whole thing would just go away. I suspect they are probably seething about FIFAs approach as much as anyone.

I enjoy football (to a degree), and I like a beer, and yes I can see the attraction of the ladies sporting the little orange dresses. But Id never heard of (or to the best of my recollection) drunk Bavaria brand beer. I might just do that now though. Heres to Bavaria Beer and the little orange dress and ambush marketing. Cheers FIFA!