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June 16, 2010 by · Leave a Comment 

Britain’s ITV has fired one of its World Cup commentators after it was discovered that he had passed scores of tickets to a third party, some of which ended up in the hands of participants in an “ambush” marketing stunt. In a statement, the broadcaster said that its investigation had “revealed that a substantial number of tickets allocated to Robbie Earle for family and friends have been passed to a third party in breach of FIFA rules.” FIFA (Fédération Internationale de Football Association) is the organizing and governing body of the World Cup. It said on Tuesday that a Dutch beer company, Bavaria, had flown a group of models to South Africa who were instructed to wear company-designed orange dresses and sit together in the stands. (Budweiser is the “official” beer sponsor of the World Cup and, as such, the only one allowed to advertise.) Britain’s Guardian newspaper today (Wednesday) estimated that the 36 tickets that ended up in the hands of the Bavaria models would have cost Earle $5,760. Earle himself said in a statement that he received no money for them. “Call me naïve but I didn’t think I was doing anything wrong,” he remarked.