 The Leeuwenhosen are no longer distributed by Bavaria, and they are now regarded as a collector's item by fans of the 2006 World Cup and breweriana collectors.Bavaria again distributed orange memorabilia in the Netherlands before the 2010 FIFA World Cup in South Africa, as is customary of breweries in the Netherlands.Unbranded orange minidresses were one of the promotional items, but FIFA officials again felt that this was an attempt at ambush marketing by Bavaria, who was not the official beer sponsor (Budweiser was again the official sponsor).