If you don't think the $$$ spent of sponsorship of the Cup means something, here is a funny story about an attempt at guerrilla marketing. A group of Dutch fans tried to watch the game in their Orange liederhosen, promoting the Bavaria Brewery. Stadium stewards made them take it off, literally, and the group watched the game in their underwear! Don't mess with the King of Beers I guess. (Sorry can't find a picture!)
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