But some industry experts say Fifa's intervention was no surprise. Nigel Currie, chairman of the European Sponsorship Association, said: "My view is that if there is a deliberate attempt to ambush an event, it should be stamped on."

Mr Currie, who is also director of the sports marketing agency brand Rapport, said: "Sponsors pay huge amounts of money and it is all about TV exposure. If people are caught on screen drinking the wrong kind of drink, it is unhelpful to sponsors. But it should come down to commonsense and a sense of proportion."

There were also allegations yesterday that England supporters at last Thursday's Trinidad and Tobago match were forced to hand over Nike clothing at the entrance of the stadium in Nuremberg, because Adidas - the German sportswear giant and Nike's deadly rival - is the official World Cup sponsor. Last night, however, Fifa denied that any Nike clothing had been confiscated.

"There are no special rules regarding clothing at the World Cup. Visitors can wear their normal clothing or replica shirts with or without advertising, irrespective of the manufacturer or sponsor's logo," a Fifa spokesman said. This was true of "individuals" but not of groups, the spokesman continued.

Some of the most contentious debate during the passage of the London Olympics bill through the Commons surrounded clauses designed to prohibit illicit use of the words "Olympic Games", "London 2012" and the ringed symbol.

Lobbyists for the advertising industry believed the measures - insisted upon by the International Olympic Committee - were draconian. The bill prevents non-sponsoring businesses trying to cash in on the games by suggesting a link with the Olympics in their advertising.

Locog, the London organising committee, supports the clampdown as necessary for it to raise the 2bn pounds to stage the games. It is searching for four sponsors, each to contribute at least 50m pounds.

Last night Mr Schreurs, was searching for a new pair of trousers. "When I tried to get them back they had gone. Holland and Germany haven't always had the easiest of relationships. It's funny to wear them in Germany if you're Dutch."