Recently some Dutch fans were told to remove their bright orange lederhosen at a World Cup game. Now that in itself wouldn't be surprising if the reason was that they were bright orange or lederhosen (ok, maybe not, this was in Germany), but the reason was that they had the name of a beer company which was not an "official beer" of the World Cup on them.
What next? Forcing people to remove their shoes if they are not made by the official footwear sponsor of the competition? Making people wear take off shirts not made by the official shirt manufacturer? Its absolute madness.
According to this article its not an isolated incident. A fan at a cricket game was removed for drinking Coca-Cola at a game sponsored by Pepsi.