Football pundit Robbie Earle has been sacked by ITV for apparently selling World Cup tickets to a third party.
Robbie Earle's contract has been terminated with immediate effect
The broadcaster said it had reviewed its entire ticket allocation after complaints from Fifa that official tickets had been used for ambush marketing in South Africa.
In a statement, ITV said: "Immediate investigations indicated that a block of ITV tickets appear to have been used for unauthorised purposes during the Holland v Denmark match.
"Further enquiries have revealed a substantial number of tickets allocated to Robbie Earle for family and friends have been passed to a third party in breach of Fifa rules.
"As a result, Robbie Earle's contract with ITV has been terminated with immediate effect."
It is the second major World Cup embarrassment for ITV in just three days.
Fifa has denied detaining Dutch fans over alleged ambush marketing
During England's opening match against the USA on Saturday, a technical blunder meant fans watching its HD coverage saw a car advert instead of Steven Gerrard's opening goal.
The broadcaster has since received more than 5,000 complaints about the error.
And Sky News has learned that ITV has been phoning disgruntled viewers to apologise in person.
Meanwhile, Fifa has denied reports dozens of women wearing skimpy orange dresses were detained at the World Cup over an alleged ambush marketing stunt by a Dutch brewery.
More than 30 female fans attended Holland's game against Denmark at Soccer City wearing the striking outfits - which were in the country's national colour and a symbol of a Bavaria NV advertising campaign.
Dutch fans are renowned for their colourful outfits
Fifa only allows its official partners to use the World Cup for advertising and promotion campaigns - and Bavaria NV is not one of them.
The dresses were sold with packs of beer in Holland in the run-up to the tournament - but have no branding on them.
The women have claimed they were ejected from the Johannesburg stadium at half-time.
However, football's world governing body has insisted no arrests were made, although the women were spoken to by officials about "clear ambush marketing".
Spokesman Nicolas Maingot said: "There were no arrests. No one was detained.
"What seems to have happened is that there was a clear ambush marketing activity by a Dutch brewery company."
Mr Maingot added Fifa is now looking into "all available legal remedies" against Bavaria NV.
Fifa strictly enforces its commercial rules - and exclusive sponsorship deals have earned it at least £980m in the four years leading up to the tournament in South Africa.
The same brewery also caused a stir during the 2006 World Cup in Germany.
Ahead of Holland's clash with the Ivory Coast in Stuttgart, a group of men wearing orange lederhosen displaying Bavaria NV's name tried to get into the stadium.
On that occasion, the lederhosen was seized by ground staff.
Robbie Earle's contract has been terminated with immediate effect
The broadcaster said it had reviewed its entire ticket allocation after complaints from Fifa that official tickets had been used for ambush marketing in South Africa.
In a statement, ITV said: "Immediate investigations indicated that a block of ITV tickets appear to have been used for unauthorised purposes during the Holland v Denmark match.
"Further enquiries have revealed a substantial number of tickets allocated to Robbie Earle for family and friends have been passed to a third party in breach of Fifa rules.
"As a result, Robbie Earle's contract with ITV has been terminated with immediate effect."
It is the second major World Cup embarrassment for ITV in just three days.
Fifa has denied detaining Dutch fans over alleged ambush marketing
During England's opening match against the USA on Saturday, a technical blunder meant fans watching its HD coverage saw a car advert instead of Steven Gerrard's opening goal.
The broadcaster has since received more than 5,000 complaints about the error.
And Sky News has learned that ITV has been phoning disgruntled viewers to apologise in person.
Meanwhile, Fifa has denied reports dozens of women wearing skimpy orange dresses were detained at the World Cup over an alleged ambush marketing stunt by a Dutch brewery.
More than 30 female fans attended Holland's game against Denmark at Soccer City wearing the striking outfits - which were in the country's national colour and a symbol of a Bavaria NV advertising campaign.
Dutch fans are renowned for their colourful outfits
Fifa only allows its official partners to use the World Cup for advertising and promotion campaigns - and Bavaria NV is not one of them.
The dresses were sold with packs of beer in Holland in the run-up to the tournament - but have no branding on them.
The women have claimed they were ejected from the Johannesburg stadium at half-time.
However, football's world governing body has insisted no arrests were made, although the women were spoken to by officials about "clear ambush marketing".
Spokesman Nicolas Maingot said: "There were no arrests. No one was detained.
"What seems to have happened is that there was a clear ambush marketing activity by a Dutch brewery company."
Mr Maingot added Fifa is now looking into "all available legal remedies" against Bavaria NV.
Fifa strictly enforces its commercial rules - and exclusive sponsorship deals have earned it at least £980m in the four years leading up to the tournament in South Africa.
The same brewery also caused a stir during the 2006 World Cup in Germany.
Ahead of Holland's clash with the Ivory Coast in Stuttgart, a group of men wearing orange lederhosen displaying Bavaria NV's name tried to get into the stadium.
On that occasion, the lederhosen was seized by ground staff.
