Bavaria, FIFA and the trickster

This article has amused me. 

To summarise, a beer company in South Africa hired a group of young, attractive blonde women, paid them to wear t-shirts with their company logo and sat them together during a world cup match.  The company knew that that TV cameras wouldn't be able to resist and hey presto, free advertising on the biggest global advertising stage of the moment. Fifa are up in arms as their official sponsors paid a fortune to be there and this beer company is getting free advertising.

I think it's a trickster moment - a  local company refusing to be beaten as they haven't got the revenue of the larger companies.  I also think that it exposes the commercialisation of sport and that the global marketing phenomena of football, is detached from the grass roots and is perhaps more about brand and marketting than the beautiful game. 

Yet, what about the women?  Does it simply expose the sexist nature of the TV crews, and arguably the people watching?  Are the women pawns in a bigger game and hence being exploited.  I'm not so sure.  I think that it exposes and damages the TV crews, and perhaps, just perhaps they'll spend more time focused on the match rather than the ladies...