The commercial associations of some of the World Cup's leading men are not exactly paying off on the football fields of France - for the players or their sponsors. Walker's crisps were the first victim, their Romario crisp-stealing TV ad losing some of its oomph when the Brazilian striker failed to make the competition because of injury.

Nike lost a little face when Ibrahim Ba, the French midfielder with the bleeched hair in their beach football ad, didn't make his country's final 22. Adidas must be feeling the most pain, however. Their TV ad - the futuristic moody black and white number - features four players, three of whom (pictured above) have been sent off in the finals. Watch out Alessandro del Pierro, the hex is on you.