The women held up letters spelling "Meet us Starters Bar" during the Highlanders v Blues match last month.
The fans also had "Highlanders" written on their exposed midriffs and were standing in the front row of the western stand - a student area dubbed "The Zoo" by promoters.
Dunedin Venues Management Ltd (DVML) commercial director Guy Hedderwick confirmed the stadium was not aware of the promotion, and the women would not be holding up the signs during future matches.
"We understand the Highlanders have an existing relationship with the bar and the Highlanders knew their [the women's] presence would be made visible at the event," Mr Hedderwick said.
"The relationship between the venue and the Highlanders is that of venue-hire agreement."
Asked for the venue's policy on ambush marketing, Mr Hedderwick said DVML was "careful to protect commercial rights holders and their marketing endeavours at all times".
"We do not encourage members of the public to engage in marketing activity within the venue.
"We will continue to monitor any such forms of marketing."
"If a blatantly obvious ambush marketing technique was to appear and it was a competing brand, we would protect our commercial rights holders by having the signage/method removed under our terms of entry to the venue."
DVML had agreed to allow the Starters Bar to have a "noncommercial presence at future matches that would be seen to enhance the entertainment aspect within The Zoo area at Super 15 games", Mr Hedderwick said.
Highlanders marketing manager Doug McSweeney said Starters Bar was the team's official ticket seller for The Zoo, and the aim of the Blues promotion was to "get some TV time".
"We are going to take it to the next level now."
Regarding the pub's next marketing scheme, Starters Bar owner Janice Turoa said "you will have to wait and see".
"It will be good."
Tourism Dunedin chief executive Hamish Saxton confirmed the regional tourism organisation also had an agreement with the Highlanders to promote the city using seven overall-wearing students.
Letters emblazoned on the white overalls spelled "Dunedin" and the students were given free entry to The Zoo, he said.
