Earle, who was fired by ITV after a "substantial number" of tickets allocated to him for his friends and family were found to have been passed to a "third party", has said he has no connection with the stunt.

SAPS spokesman Colonel Vishnu Naidoo said: "This morning at approximately 8.45am two Dutch women were arrested for alleged ambush marketing during a 2010 Fifa World Cup match. These women, who have been part of a larger group, are suspected to be involved in organised acts to conduct unlawful commercial activities during the Denmark v Netherlands match on Monday at Soccer City. The women were initially interviewed and then released.

"Following investigations over these past 48 hours, police arrested the women at their accommodation in Roodepoort. They face three possible charges including the contravention of the Merchandise Marks Act and the contravention of two sections of the Special Measures Regulations. Both women are expected to appear in the Johannesburg Magistrates' Court this afternoon. We view ambush marketing in a very serious light and we urge people not to embark on these ambush campaigns."

Fifa spokesman Nicolas Maingot said: "Fifa has filed charges against the organisers of the ambush marketing stunt pulled during the Netherlands v Denmark match at Soccer City two days ago. No charges have been brought against the young women used in this illicit activity. The matter is now under criminal investigation and the South African Police Service is proceeding as per the normal legislation."

Earle, an ITV pundit since 2002, said: "Call me naive but I didn't think I was doing anything wrong. I hope when people hear the full story they will see me in a different light."

The former Wimbledon and Port Vale player, who also represented Jamaica in the World Cup in 1998, added later: "I have absolutely no connection with any marketing ambush agency and have not profited in any way from these tickets." Earle is also an ambassador for England's 2018 World Cup bid.

COVENTRY Airport’s new owner Sir Peter Rigby has signed a £4 million contract with Serco for air traffic services.

Less than five weeks after buying the airport, the tycoon’s aviation group Patriot Aerospace has secured the deal in a bid to get the airport operational again as quickly as possible.

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Sir Peter, who bought the airfield in April after it went into liquidation, said: “We are confident we have selected the best option in Serco for the future air traffic service for the airport, and with the co-operation of the Civil Aviation Authority and the new provider we will have full air traffic services operational shortly.