A British television commentator at the World Cup has been sacked after he was found to have passed on tickets, which were allegedly used by a group of young women as part of an ambush marketing effort.

Robbie Earle lost his job with ITV, after the station said a substantial number of tickets allocated to him for the Netherlands-Denmark match were used by beer company Bavaria Beer.

Some 36 women dressed up as Dutch supporters entered the stadium and stripped off their Dutch outfit to reveal the Orange miniskirt designed by Dutch beer brewer Bavaria. Credit:Reuters

Budweiser, an official sponsor, is the only beer company allowed to advertise within the stadiums at the World Cup. FIFA fiercely protects its marketing interests, which are a major cash spinner for the organisation.

FIFA lawyers are looking into the effort, in which 36 women wore orange miniskirts.