Adidas, which sponsors Jonny Wilkinson and ran a TV campaign featuring Wilkinson and David Beckham training together, used outtakes from the shoot to create a tactical national press ad. It shows Wilkinson ready to kick the ball, and carries the line 'Monday, back to work'.
Kit sponsor O2 also made the most of its association with the England rugby team, with a picture of the squad next to the line 'This was their finest hour and forty minutes'.
Other brands running opportunistic ads in the national press included Tesco, which capitalised on the fact that Wilkinson's mother was shopping at the supermarket during the game, British Airways, which flew the team home, and pub chain Slug and Lettuce, which is offering three cocktails, with names such as Wilko's Wonder Kick.
But advertising law specialist Giles Crown of Lewis Silkin warned that firms using England stars' names and images to promote their products are in danger of being accused of 'passing off' - implying that the player endorses the product. Particular issues arise if players have registered their names as trademarks, a precedent set recently by Paul Gascoigne (who registered Gazza) and David Beckham.
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