Fifa cracks down after beer stunt
World Cup 2010: Cape Town
What is the story that has most upset Fifa at this World Cup so far? Is it the lack of goals or the thousands of empty seats at games that were supposed to be sell-outs? What about the stewards' strike that has forced police to take over the running of nearly half the stadiums or the transport gridlock which has blighted some of the early matches?
None of the above actually. Instead, the lawyers are in a lather over 36 blonde girls dressed in orange mini-dresses who, according to Fifa, broke strict ambush-marketing rules at the game between the Netherlands and Denmark at Soccer City on Monday.
The lawyers claim the girls were part of a co-ordinated operation by beer brand Bavaria - and two Dutch women, Mirte Nieuwpoort and Barbara Castelein, appeared in court on Wednesday on charges of breaking South Africa's merchandising laws. Apparently, they were arrested in their underwear.
Fifa is not happy with the ambush-marketing stunt
Fifa has taken a dim view of the incident and claims that, even though the logo on the dresses was not picked up by television cameras, which, unsurprisingly, spend much of the match focused on them anyway, they were advertising a company which is not one of the official partners of football's world governing body or this World Cup.
Fifa claims the girls were looking "to secure themselves a slice of the [World Cup] rewards illicitly without offering any financial support in return".
A number of companies have paid a lot of money - $1.2bn to be precise - to be associated with this World Cup. The contribution of companies like Visa, Coca-Cola and McDonalds has helped Fifa raise record revenues from South Africa 2010.
Fifa fiercely guards its marketing rights on behalf of such companies. While many may feel such an approach is justified to protect their brand, the issue has been a controversial one in South Africa in the run-up to this tournament, with Fifa facing accusations of being overly aggressive in protecting its rights.
But, like it or not, it is now a fact of life in the increasingly commercialised world of sport. And if England wants to host the 2018 World Cup then it, too, will have to ensure Fifa's partners are similarly protected.
In 2006, two years after winning the race to stage this World Cup, South Africa passed a new law - the Merchandise Marks Act - designed to safeguard Fifa's intellectual property rights and prevent the sort of ambush marketing Fifa says Bavaria attempted.
Britain already has such laws, introduced following London's successful bid to stage the 2012 Olympics. But, with an even more highly developed commercial market in the United Kingdom, Fifa will want even firmer assurances that its ability to make money will not be hindered in any way if the 2018 World Cup is awarded to England in December.