Just four per cent voted official sponsor Budweiser’s ‘Bud House Bud United’ campaign as the most memorable from 2010, with Bavaria’s stunt also having made more long-term impact than efforts by Pepsi, Coca-Cola (both 13 per cent) and Adidas (10 per cent).

EMR’s research shows marketers are divided on the subject in the build-up to the 2014 tournament: 32 per cent feel ambush marketing should be subject to tighter regulations while 33 per cent feel that regulations should be relaxed.

Bassett added: “The 2010 controversy over ambush marketing showed how original thinking and opportunism can also help to make an impact. But given how challenging it is to stand out in this hugely competitive environment, it is no surprise to see opinion so evenly split about the rights and wrongs of sidestepping the rules governing big-budget sponsorship deals.”

More than one in four (28 per cent) marketing professionals identified Nike as the brand which benefits the most from its association with the World Cup, while 19 per cent said that Adidas gains the most.